| dc.description.abstract | Soybean is a rich source of protein with various derivatives of the soybean product which consumed by the Indonesian society. Seed is the part of the plant which from fertilized ovule is used for the purpose of cultivation, reaching maximum production. This study aim to identify the characteristics of consumers, analyze the purchase decision process, and analyze the factors that influence farmers' decisions in choosing seed in Bangsalsari distric, Jember. The method of this research is descriptive analysis and factor analysis. Descriptive analysis was used to describe the characteristics of consumer and the process of purchasing decision. Factor analysis was used to analyze the factors that influence the consumers purchasing decision. There were four major factors that influence the consumers purchasing that influence farmers decision in choosing superior soybean seed they were the influence of environment factor, the psychological process factor, learning factor and the product factor. Influence of environment factor was the main factor influencing the purchasing decision | en |
