Analisis Sikap, Kepuasan, dan Loyalitas Petani Terhadap Benih Padi Hibrida di Kecamatan Cibeber Kabupaten Cianjur

Abstract

Hybrid rice is the first derivative (F1) that was crossed between two different varieties. The purpose of this research is to analyze the characteristic, decisionmaking process, attitude, satisfaction, and loyalty of farmers to used hybrid seed (WM 04 SHS) in Cibeber Subdistrict. The method of data analysis was descriptive analysis, Fishbein Multiatribut, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), pyramid loyalty. The result of Fishbein Multiatribut analysis indicated that farmers prefer Ciherang and IR64 seed than WM 04 SHS. The result of Customer Satisfaction Index (CSI) showed that hybrid farmers WM 04 SHS were quite satisfied by 57 percent while the farmers that used Ciherang and IR64 by 70 percent and 66 percent were satisfied. The results of loyalty pyramid analysis indicate that the farmers who used hybrid (WM 04SHS) and inbreed (IR64) were disloyal whereas the farmers that used Inbreed (Ciherang) were in loyal category.