Horja, Verdy Togi (2018) Tingkat Kepuasan Dan Faktor Yang Menumbuhkan Loyalitas Petani Terhadap Produk Benih Jagung Manis Hibrida Di Desa Kemiri, Kecamatan Pacet, Kabupaten Mojokerto. Sarjana thesis, Universitas Brawijaya.
Abstract
Tren konsumsi jagung perkapita yang naik sebesar 43,46% pertahun dalam 5 tahun terakhir (Badan Pusat Statistik, 2017) membuktikan jagung menjadi komoditas yang mulai dikembangkan sebagai alternatif bahan pangan, termasuk juga jagung manis. Tuntutan untuk meningkatkan produksi jagung manis membuat pasar benih jagung manis hibrida menjadi pasar yang potensial bagi produsen benih seiring dengan peningkatan kebutuhan benih jagung manis hibrida itu sendiri. Desa Kemiri sebagai salah satu daerah sentra produksi jagung manis memiliki fenomena yang menunjukkan adanya faktor lain di luar kepuasan konsumen terhadap kinerja atribut produk benih yang mempengaruhi posisi produk terkait pada pasar. Berdasarkan latar belakang tersebut, tujuan penelitian ini ialah, (1) Menganalisis kesesuaian tingkat kinerja terhadap tingkat kepentingan petani pada atribut benih jagung manis hibrida di Desa Kemiri, (2) Mengidentifikasi tingkat kepuasan petani di Desa Kemiri terhadap tingkat kinerja atribut benih jagung manis hibrida, (3) Mengidentifikasi faktor-faktor yang menumbuhkan loyalitas petani jagung manis terhadap produk benih jagung manis hibrida di Desa Kemiri, dan (4) Menganalisis peran tingkat kepuasan sebagai variabel dalam menumbuhkan loyalitas petani terhadap produk benih jagung manis hibrida di Desa Kemiri. Penelitian dilakukan kepada 60 petani sebagai sampel dari populasi petani jagung manis di Desa Kemiri. Metode analisis yang digunakan antara lain ialah (1) Importance Performance Analysis (IPA), (2) Customer Satisfaction Index (CSI), dan (3) Analisis Faktor dengan metode Principal Component Factoring (PCF). Keseluruhan analisis dilakukan dengan bantuan aplikasi Microsoft Excel 2016 dan SPSS versi 16. Hasil dari analisis IPA dan CSI menunjukkan secara umum petani jagung manis di Desa Kemiri sangat puas dengan produk benih jagung manis hibrida, (CSI: 80,79%). Terdapat 4 atribut yang perlu diperbaiki, yakni kuantitas hasil produksi, ketahanan simpan, umur panen dan warna biji. Melalui analisis PCF, terbentuk 4 faktor yang menumbuhkan loyalitas petani terhadap produk benih jagung manis hibrida yaitu faktor usahatani, faktor internal I dan II, dan faktor adopsi teknologi. Melalui analisis ini juga diketahui bahwa kepuasan tidak menjadi faktor utama yang menumbuhkan loyalitas petani terhadap produk benih jagung manis hibrida. Produsen disarankan untuk fokus kepada peningkatan kinerja atribut produk pada kuadran I dan III. Peningkatan kinerja dapat dilakukan melalui penelitian dan pengembangan benih yang lebih baik, sesuai dengan keinginan petani dan juga melalui kegiatan pengembangan kemampuan teknis petani dalam menjalankan usahatani jagung manis. Sedangkan bagi produsen benih jagung manis hibrida yang akan masuk ke dalam pasar baru disarankan untuk menjalin kerjasama yang baik dengan pihak-pihak yang berpengaruh di lingkungan pertanian terkait, seperti pengepul.
English Abstract
The trend of corn per capita consumption has increased 43,46% in the last 5 years (Badan Pusat Statistik, 2017) is proving that corn is one of the commodities that is started to be developed as a food alternative, including sweet corn. The need of increasing sweet corn production has turned hybrid sweet corn seed market into a potential market for seed producer. Kemiri Village as the production centre of sweet corn in Pacet District has shown a phenomenon that there would be another factor besides customer satisfaction of seed attributes that can affect product position in the market. Based on those backgrounds, the objectives of this research are (1) to analyse the conformity of performance-importance of each hybrid sweet corn seed product attributes in Kemiri Village, (2) to analyse the satisfaction level of the farmers in Kemiri Village towards the performance of the hybrid sweet corn seed attributes, (3) to identify the factors fostering farmers loyalty towards hybrid sweet corn seed in Kemiri Village, and (4) to analyse the role of farmers satisfaction as a variable to foster the farmers loyalty towards hybrid sweet corn seed in Kemiri Village. The research was conducted to 60 farmers as the sample of the sweet corn farmers populations in Kemiri Village. The method that were used are (1) Importance Performance Analysis (IPA), (2) Customer Satisfaction Index (CSI), and (3) Factor analysis using Principal Component Factoring (PCF). All of these analyses were conducted in Microsoft Excel 2016 and SPSS ver. 16. The result of IPA and CSI analyses show that most farmers are very satisfied with the hybrid sweet corn seed, which has 80,79% on the satisfaction index. There are 4 attributes that need to be improved, those are production quantity, storage lifetime, harvesting age and colour of the corn kernel. On the other hand, by using PCF analysis, 4 factors are categorised as the factors fostering the farmers loyalty towards the hybrid sweet corn seed, i.e., farming factor, internal factors (1st and 2nd group) and technology adoption factor. Those factors are able to explain as much as 69,725% of the sample variance. It also can be explained through this analysis that farmers satisfaction is not the main factor determining the farmers loyalty towards the product. The producer is suggested to focus on improving the attributes that are located in the Quadrant I and III. The improvement can be done by doing more research and development for the better seed based on farmers preferences and also by developing farmers’ technical skill in operating their farms. While it is suggested for the newcomer producer to establish a relation with the parties that have strong influences in the community e.g. middleman
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/304/051804904 |
| Uncontrolled Keywords: | Tingkat Kepuasan, Benih, Jagung Manis |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Dec 2018 06:27 |
| Last Modified: | 19 Oct 2021 13:10 |
| URI: | http://repository.ub.ac.id/id/eprint/161649 |
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