Anggara, HeruSyahrifal (2016) Analisis Kesadaran Merek (Brand Awareness) Terhadap Produk Benih Padi Bersertifikat Menurut Petani (Kasus Di Desa Sumberharjo Kecamatan Sumberrejo – Bojonegoro). Sarjana thesis, Universitas Brawijaya.
Abstract
Dalam konteks agronomi, benih dituntut untuk bermutu tinggi sebab benih harus mampu menghasilkan tanaman yang berproduksi maksimum dengan sarana teknologi yang maju. Sering petani mengalami kerugiaan yang tidak sedikit, baik biaya, maupun waktu yang berharga akibat penggunaan benih yang bermutu jelek, walaupun pertumbuhan dan produksi tanaman sangat dipengaruhi oleh keadaan iklim dan cara bercocok tanam tetapi tidak boleh diabaikan pentingnya pemilihan kualitas benih yang dipergunakan (Sutopo, 1988). Dalam kegiatan budi daya tanaman, benih menjadi salah satu faktor utama yang menentukan keberhasilan. Penggunaan benih bermutu akan mengurangi risiko kegagalan budi daya karena benih bermutu akan mampu tumbuh baik pada kondisi lahan yang kurang menguntungkan, bebas dari serangan hama dan penyakit terbawa benih (seed born disease). Berbagai merek benih padi yang diproduksi oleh beberapa perusahaan telah beredar dipasaran, antara lain merek benih padi bersertifikat PT. Petrokimia Gresik, merek benih padi bersertifikat PP Kerja Boyolali, merek benih padi bersertifikat PP Kerja Banyuwangi, merek benih padi bersertifikat PT. Agri Makmur Pertiwi, merek benih padi bersertifikat PT. Pertani, merek benih padi bersertifikat PT. Sang Hyang Seri, benih padi merek PB. Padi Mas, benih padi merek Saprotan Benih Utama, benih padi merek PB. MT Kerja dan benih padi merek Nusantara. Dengan banyaknya merek benih padi yang telah diproduksi dan beredar di pasar memberikan alternatif pilihan bagi petani. Petani sebagai konsumen memiliki persepsi tersendiri terhadap berbagai macam merek benih padi dipasaran. Persepsi tersebut yang harus diketahui oleh pemasar dalam memasarkan benih padi yang sesuai dengan harapan petani. Petani dalam membeli benih selalu memperhatikan atribut–atribut yang dapat mendukung produk yang akan dipilih. Atribut tersebut dalam persepsi konsumen memiliki tingkatan dalam kesadaran produk tersebut. Semakin baik nilai dari atribut yang dimiliki produk, maka semakin tinggi juga persepsi petani terhadap kesadaran tentang produk tersebut. Dalam penelitian ini menggunakan 12 atribut merek benih padi bersertifikat. Atribut-atribut tersebut antara lain nama merek, harga , bahan pengemas, warna kemasan, ukuran kemasan, label, kualitas, ketersediaan produk, kadaluarsa, jenis promosi, umur panen, nama baik perusahaan. Pengukuran atribut merek-merek benih padi dilakukan dengan menggunakan uji cochran Q untuk mendapatkan atribut-atribut yang dipertimbangkan oleh petani. Selanjutnya atribut-atribut terpilih yang dipertimbangkan oleh petani digunakan untuk mengukur kesadaran merek berbagai merek benih padi. Pengukuran terhadap atribut-atribut yang digunakan untuk menganalisis kesadaran merek diukur dengan skala likert (1-5). Adapun jumlah posisi merek-merek benih padi dalam benak petani diperoleh dari penjumlahan skor yang didapatkan dari skala likert tersebut yang dimasukkan kedalam interval total skor. Dengan demikian dapat diketahui apakah petani yang ii ada telah memiliki tingkatan kesadaran merek yang paling tinggi yaitu top of mind (puncak pikiran), brand recall (mengingat kembali terhadap merek), brand recognition (pengenalan merek), dan unware of brand (tidak menyadari merek). Setelah menguji atribut-atribut menggunakan Coqhran Q sebanyak 3 kali didapatkan hasil bahwa dari 12 atribut yang digunakan dalam penelitian ini, atribut-atribut yang terpilih atau yang dipertimbangkan oleh responden sebanyak 10 atribut antara lain antara lain nama merek, harga, bahan pengemas, ukuran kemasan, label, kualitas, ketersediaan produk, kadaluarsa, umur panen dan nama baik perusahaan. Sementara itu, untuk 2 atribut yaitu warna kemasan dan jenis promosi tidak dipertimbangkan oleh responden. Dari hasil penjumlahan total skor yang diperoleh petani menunjukkan bahwa kesadaran merek petani terhadap benih padi bersertifikat masih rendah. Hal ini dikarenakan hanya sedikit petani yang mampu menyebutkan dan mengingat merek benih padi secara langsung. Dari Sepuluh merek benih padi bersertifikat hanya terdapat tiga merek yang mendapatkan presentase pada posisi Top Of Mind yaitu PT. Petro Kimia Gresik 15 %, PT. Sang Hyang Seri 11,7 % dan PP. Kerja Banyuwangi 6,7%. Sedangkan tujuh merek lainnya mendapat presentase 0 % pada posisi Top Of Mind.
English Abstract
In the context of agronomy, seed required for high-quality because the seeds should be able to produce plants that produce the maximum with advanced technological means. Often farmers suffered kerugiaan is not small in cost, as well as valuable time due to the use of seed which is of poor quality, although the growth and crop production is strongly influenced by climatic conditions and cultivation but should not be overlooked the importance of choosing the quality of seeds used (Sutopo, 1988 ). In the normal cultivation, seed became one of the main factors that determine success. The use of quality seeds would reduce the risk of failure because of quality seed cultivation will be able to grow well on less favorable land conditions, free from pests and diseases carried by seed (seed born disease). Various brands of rice seeds produced by some companies has been circulated in the market, among other brands of rice seed production PT. PKG, brand rice seed production PP, Kerja Boyolali, brand rice seed production PP. Kerja Banyuwangi, brand rice seed production PT. Agri Makmur Pertiwi, brand rice seed production PT. Pertani, brand rice seed production PT. Sang Hyang Seri, rice seed brand PB. Padi Mas, rice seed brand PT. Saprotan Benih Utama, rice seed brand PB. MT Kerja and rice seed brand Nusantara. With so many brands of rice seeds that have been produced and circulated in the market provide alternatives for farmers. Farmers as consumers have the perception of its own against a variety of brands of rice seed market. That perception should be known by marketers in the marketing of the seed supply in accordance with the expectations of farmers. Farmers buy seeds always pay attention to the attributes that can support the product to be selected. The attributes in the perception consumers have awareness levels in the product. The better the value of the attributes of the product, the higher the perception of farmers awareness about the product. In this study using 12 brand attributes of certified rice seeds. The attributes include the brand name, price, packaging materials, packaging color, the size of the packaging, labeling, quality, product availability, expiration, promotion type, time of harvest, the good name of the company. Measurement attributes of the brands of rice seeds is done by using the Cochran Q test to get the attributes considered by farmers. Furthermore, the selected attributes considered by the farmers used to measure brand awareness of various brands of rice seed. Measurement of the attributes that are used to analyze the brand awareness is measured by a Likert scale (1-5). The number of brands positioning in the minds of farmers rice seeds obtained from the sum of scores obtained from the Likert scale were inserted into intervals of the total score. Thus it can be known whether existing farmers already have a level of awareness of the brands most high at top of mind (top of mind), brand recall (recall the brand), brand recognition (brand recognition), and Unware of brand (not aware of the brand). iv After examining the attributes using Coqhran Q 3 times showed that of the 12 attributes used in this study, the attributes selected or considered by respondents as many as 10 attributes, among others, include the brand name, price, packaging materials, packaging size , labeling, quality, product availability, expiration, time of harvest and the good name of the company. Meanwhile, for the second attribute is the color of packaging and type of promotion is not considered by the respondents. From the sum of the total score obtained by farmers showed that brand awareness of farmers on certified rice seeds still low. This is because only a few farmers were able to mention and remember the brand of rice seeds directly. Ten brand of certified rice seeds there are only three brands that earn a percentage on the Top Of Mind, namely PT. Petro Kimia Gresik 15%, PT. Sang Hyang Seri 11.7% and PP. Kerja Banyuwangi 6.7%. The seven other brands got a percentage of 0% at the Top Of Mind.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2016/389/ 051607326 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Kustati |
| Date Deposited: | 05 Aug 2016 15:50 |
| Last Modified: | 05 Aug 2016 15:50 |
| URI: | http://repository.ub.ac.id/id/eprint/131384 |
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