Irsyad, Muhammad (2019) Hubungan Kepuasan dengan Loyalitas Petani dalam Pembelian Benih Jagung Pakan di Desa Sambigede, Kecamatan Binangun, Kabupaten Blitar. Sarjana thesis, Universitas Brawijaya.
Abstract
Komoditas jagung mempunyai fungsi beragam, yaitu untuk pangan (food), pakan (feed), bahan bakar (fuel), dan bahan baku industri (fiber) (Kementrian pertanian, 2013). Kementrian Pertanian (2018) menyatakan penggunaan jagung dalam negeri diperkirakan sebesar 58% untuk pakan, 30% untuk konsumsi pangan, dan sisanya untuk kebutuhan industri lainnya dan benih. Provinsi Jawa Timur memiliki kontribusi penyumbang produksi jagung terbesar di Indonesia. Produksi jagung dalam 5 tahun terakhir di Jawa Timur terus mengalami peningkatan. Kabupaten Blitar merupakan yang terbesar ke-6 di Jawa Timur setelah Tuban, Jember, Lamongan, Kediri, dan Sumenep (BPS Jawa Timur, 2018). Kabupaten Blitar memiliki beberapa kecamatan yang berpotensi sebagai sentra produksi jagung pakan, salah satunya adalah Kecamatan Binangun. Penelitian ini dilakukan di Desa Sambigede, Kecamatan Binangun, Kabupaten Blitar. Responden penelitian adalah petani jagung pakan yang pernah membeli dan menanam benih jagung pakan merek Sumo. Desa Sambigede merupakan salah satu sentra penghasil jagung pakan di Kecamatan Binangun, Kabupaten Blitar. Berdasarkan survei lapang, permasalahan di Desa Sambigede adalah banyaknya merek benih unggul yang beredar di lokasi penelitian, namun sebagian petani lebih memilih benih merek Sumo. Petani mengaku harga benih jagung pakan Sumo cenderung lebih mahal dari benih lainnya, bahkan benih tersebut terkadang sulit ditemukan di toko pertanian. Hal ini menjadi asumsi bahwa fenomena loyalitas petani dalam membeli merek benih secara berulang, tidak selamanya diikuti dengan tingginya kepuasan petani. Terkadang faktor kualitas dan ketersediaan benih di toko pertanian terdekat menjadi alasan terkuat petani dalam memilih benih. Berdasarkan latar belakang tersebut, tujuan penelitian ini adalah (1) Mengetahui kesesuaian tingkat kinerja dengan tingkat kepentingan dari atribut produk benih jagung pakan Sumo di lokasi penelitian. (2.) Menganalisis tingkat kepuasan petani terhadap produk benih jagung pakan di lokasi penelitian. (3.) Menganalisis tingkat loyalitas petani terhadap produk benih jagung pakan di lokasi penelitian. (4.) Mengidentifikasi hubungan kepuasan dengan loyalitas petani terhadap produk benih jagung pakan di lokasi penelitian. Metode analisis yang digunakan dalam penelitian ini adalah (1) Importance Performance Analysis (IPA), (2) Customers Statisfaction Index (CSI), (3) Piramida Loyalitas dan (4) Korelasi Rank Spearman. Hasil penelitian ini antara lain: (1) Atribut dari produk benih jagung pakan Sumo telah memenuhi keinginan petani sebagai konsumen karena hasil perhitungan tingkat kesesuaian mayoritas atribut berada di atas 100%. Penelitian ini menggunakan diagram model diagonal (DM) yang dikombinasikan dengan kuadran data terpusat (DCQM). Hal ini dikarenakan kuadran DCQM dinilai tidak sesuai dengan tingkat kinerja dan kepentingan karena beberapa atribut dengan kinerja lebih rendah dari kepentingan masih memungkinkan diletakkan pada Kuadran II (Riat et. al. 2008). Analisis diagram kartesius Importance Performance Analysis (IPA) menunjukkan terdapat tiga atribut yang belum sesuai karena tingkat kesesuaiannya kurang dari 100%. Ketiganya perlu dilakukan perbaikan kinerja berdasarkan perbandingan posisinya pada diagram yakni harga benih, produktivitas, dan umur panen. Sedangkan terdapat empat atribut yang memiliki hasil tingkat kesesuaian berada di atas 100%. Keempat atribut tersebut adalah daya tumbuh, ujung tongkol penuh, tahan hama penyakit tanaman, dan tahan roboh. (2) Tingkat kepuasan petani jagung pakan Sumo di Desa Sambigede, Kecamatan Binangun, Kabupaten Blitar “Puas” menggunakan produk benih jagung pakan merek Sumo karena bernilai CSI sebesar 75,2%. Meskipun benih tergolong baru dan memiliki harga yang cenderung mahal, namun sudah banyak petani responden yang puas menggunakan benih jagung pakan merek Sumo NK7329. (3) Tingkat loyalitas petani responden termasuk ke dalam Statisfied Buyer. Pada tingkatan ini konsumen bisa berpindah merek dengan menanggung biaya peralihan (switching cost). Petani di lokasi penelitian cenderung melakukan banyak pertimbangan biaya peralihan khususnya pada atribut harga, produktivitas, dan umur panen. (4) Tingkat kepuasan dengan loyalitas petani memiliki hubungan yang lemah dan searah dengan koefisien korelasi sebesar 0,286. Korelasi ini bersifat signifikan karena memiliki nilai signifikansi 0.095 yang lebih kecil dari batas taraf kesalahan signifikansi penelitian sebesar 0,1 (10%). Sebagian besar petani responden secara individu merupakan petani yang sangat loyal terhadap suatu merek, meskipun tingkat kepuasan produk benih hanya pada tingkatan puas. Saran yang diberikan kepada produsen benih jagung pakan Sumo dapat fokus dalam upaya peningkatan kinerja produk yang berada pada kuadran I diagram IPA, yaitu harga benih, produktivitas, dan umur panen. Kepada peneliti selanjutnya, Peneliti disarankan untuk mengukur tingkat loyalitas menggunakan metode analisis lain atau bisa menggunakan Piramida Loyalitas dengan cara menyaring jawaban petani supaya hanya masuk ke satu tingkatan saja.
English Abstract
Corn commodities have various functions, namely for food, feed, fuel, and industrial raw materials (Ministry of Agriculture, 2013). The Ministry of Agriculture (2018) states that domestic use of corn is estimated at 58% for feed, 30% for food consumption, and the rest for other industrial needs and seeds. East Java Province has the largest contributor to corn production in Indonesia. Corn production in the last 5 years in East Java continues to increase. Blitar Regency is the 6th largest in East Java after Tuban, Jember, Lamongan, Kediri, and Sumenep (BPS East Java, 2018). Blitar Regency has several sub-districts which are considered as centers of feed corn production, one of which is Binangun District. This research was conducted in Sambigede Village, Binangun District, Blitar Regency. Research respondents were maize seeds farmers who had bought and planted Sumo brand maize seeds. Sambigede Village is one of the corn producing centers in Binangun District, Blitar Regency. Based on the field survey, the problem in Sambigede Village was the number of many brand maize seeds in the research location, but some farmers preferred to Sumo brand maize seed. Farmers claim that the price of Sumo brand maize seed is very expensive than other seeds, even the seeds are sometimes difficult to find in agricultural stores/market. This is an assumption that phenomenon of farmer loyalty in buying maize brand seeds repeatedly, is not always followed by high farmer satisfaction. Sometimes the quality and availability of seeds at the nearest farm shop is the reason for farmers to choose the seeds. Based on this background, the objectives of this study are (1) To determine the suitability of the level of performance with the importance of the attributes of Sumo feed corn seed products at the study site. (2.) Analyzing the level of farmers' satisfaction with brand maize seeds at the study site. (3.) Analyzing the level of farmer loyalty to brand maize seeds at the study site. (4.) Identifying the relationship of satisfaction with farmer loyalty to Sumo brand maize seeds at the study site. The analytical methods used in this research are (1) Importance Performance Analysis (IPA), (2) Customers Statisfaction Index (CSI), (3) Loyalty Pyramid and (4) Spearman Rank Correlation. The results of this study are: (1) The attributes of Sumo feed corn seed products have fulfilled the expectation of farmers as consumers because the results of the calculation of the level of suitability of the majority of attributes are above 100%. Cartesius diagram analysis of Importance Performance Analysis (IPA) shows there are three attributes that are not suitable because the level of suitability is less than 100%. This study uses a diagonal model diagram (DM) which is combined with a centralized data quadrant (DCQM). The DCQM quadrant is not approved in accordance with the level of importance and importance (Riat et. Al. 2008). All three need to improve performance based on the comparison of position in the diagram, those are seed prices, productivity, and age of harvest. While there are four attributes that have the results of the level of suitability above 100%. The four attributes are growing power, full cob tip, plant pest resistance, and collapsing resistance. (2) Level of satisfaction of Sumo maize farmers in Sambigede Village, Binangun District, Blitar Regency is "Satisfied" for using Sumo brand feed corn seed products because the CSI level 75.2%. Although the seeds are classified as new and have prices that tend to be expensive, many respondents had been satisfied using Sumo NK7329 brand maize seeds. (3) The level of loyalty of respondent farmers is included in Satisfied Buyer category. At this level consumers can switch brands by bearing switching costs. Farmers in research locations tend to make a lot of consideration of transitional costs, especially on the attributes of price, productivity, and age of harvest. (4) The level of interest and farmer loyalty has a weak relationship with a correlation coefficient of 0.286. This correlation is significant because it has a significance value of 0.095 which is smaller than the level of significance of the research significance 0.1 (10%). Most of the respondent farmers individually are very loyal to a brand, even though the level of satisfaction of seed products is only at the level of satisfaction. Suggestions are given to Sumo brand maize seeds producers to focus on efforts to improve product performance which is in quadrant I of the IPA diagram, those are seed prices, productivity, and age of harvest. To the next researcher, researchers are advised to measure the level of loyalty by using other analytical methods or can use the Loyalty Pyramid by filtering farmers' answers so that they can only enter one level.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/476/051907250 |
| Uncontrolled Keywords: | Benih Jagung Pakan Sumo, Kepentingan dan Kinerja, Kepuasan Konsumen, Loyalitas Konsumen-Sumo Brand Maize Seed, Importance and Performance, Consumer Satisfaction, Consumer Loyalty |
| 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: | soegeng sugeng |
| Date Deposited: | 10 Aug 2020 06:40 |
| Last Modified: | 16 Aug 2020 02:54 |
| URI: | http://repository.ub.ac.id/id/eprint/173170 |
Actions (login required)
 |
View Item |