Pratiwi, Laeli Ana Slavia (2019) Hubungan Tingkat Kepuasan Dengan Loyalitas Petani Terhadap Pembelian Produk Benih Jagung Pakan Hibrida Di Desa Purwodadi, Kecamatan Donomulyo, Kabupaten Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Permintaan jagung untuk konsumsi pakan dan bahan makanan pada tahun 2017 dan 2018 masing-masing sebesar 19,2 juta ton dan 20,3 juta ton (Pusat Data dan Sistem Informasi Pertanian Kementerian Pertanian, 2018). Membuktikan jagung menjadi komoditas yang mulai dikembangkan sebagai alternatif bahan pangan, termasuk juga jagung pakan. Tuntutan untuk meningkatkan produksi jagung pakan membuat pasar benih jagung pakan hibrida menjadi pasar yang potensial bagi produsen benih seiring dengan peningkatan kebutuhan benih jagung pakan hibrida itu sendiri. Bedasarkan key informant di kantor Badan Penyuluhan Pertanian (BPP) Kecamatan Donomulyo di Desa Purwodadi sebagai salah satu daerah sentra produksi jagung pakan memiliki fenomena yang menunjukkan adanya permintaan untuk memenuhi kebutuhan pakan ternak di desa tersebut. Produk benih jagung pakan Bisi 2 sebagai pemimpin pasar, dikarenakan sebagian besar petani lebih memilih benih tersebut untuk usahataninya terutama dari segi kuantitas produksi yakni daya tumbuh yang baik dari produk lain. Berdasarkan latar belakang tersebut, tujuan penelitian ini ialah (1) Menganalisis kesesuaian antara tingkat kepentingan dan tingkat kinerja atribut produk benih jagung pakan Bisi 2 di Desa Purwodadi, Kecamatan Donomulyo, Kabupaten Malang, (2) Menganalisis tingkat kepuasan petani terhadap atribut produk benih jagung pakan Bisi 2 di Desa Purwodadi, (3) Menganalisis tingkat loyalitas petani terhadap atribut produk benih jagung pakan Bisi 2 di Desa Purwodadi, (4) Menganalisis hubungan tingkat kepuasan dengan loyalitas petani membeli benih jagung pakan Bisi 2 di Desa Purwodadi. Penelitian ini dilakukan pada bulan Juni 2019 di wilayah Desa Purwodadi, Kecamatan Donomulyo, Kabupaten Malang dengan pertimbangan bahwa petani di desa tersebut telah menggunakan dan telah melakukan penanaman benih jagung pakan minimal tiga kali musim tanam ketika penelitian dilakukan. Responden penelitian ini merupakan petani jagung pakan Bisi 2 di wilayah Desa Purwodadi sejumlah 35 petani sebagai responden yang ditentukan melaui teknik purposive sampling. Pengumpulan data menggunakan metode kuesioner yang ditanyakan dan diisi oleh peneliti. Metode analisis yang digunakan adalah Importance Performance Analysis (IPA) dengan uji Cochran Q, Customer Satisfaction Index (CSI), piramida loyalitas, dan korelasi Rank Spearman. Alat analisis yang digunakan dalam proses analisis data pada penelitian ini menggunakan Microsof Excel 2010 dan SPSS versi 16. Hasil analisis kesesuaian antara tingkat kepentingan dan tingkat kinerja atribut benih jagung Bisi 2 menggunakan IPA, terdapat 3 atribut yang menjadi prioritas utama perbaikan (kuadran I) yaitu produktivitas, umur panen, dan tahan terhadap hama dan penyakit. Atribut yang perlu dipertahankan terdapat pada kuadran II yaitu tahan roboh, daya tumbuh dan ujung tongkol penuh. Atribut harga benih di kuadran III memiliki prioritas rendah dalam perbaikan dan tidak ada atribut yang masuk pada kuadran ini. Atribut produk seperti harga benih terdapat pada kuadran IV sebagai atribut yang memiliki alokasi sumberdaya berlebihan. Hasil analisis tingkat kepuasan petani terhadap atribut benih jagung Bisi 2 menggunakan CSI menunjukkan bahwa petani puas sebesar 77,54%. Konsumen puas dengan Bisi 2 karena jagung yang dihasilkan tahan roboh, daya tumbuh dan ujung tongkol penuh. Hasil analisis tingkat loyalitas petani terhadap atribut benih jagung Bisi 2 menggunakan piramida loyalitas menunjukkan bahwa petani loyal pada tingkatan commited buyer sebesar 42,00%. Tingginya persentase commited buyer karena petani sering berkomitmen untuk membeli benih jagung Bisi 2 pada setiap kegiatan usahataninya. Nilai terkecil pada piramida loyalitas yaitu pada tingkatan switcher buyer karena petani responden sudah pernah membeli benih jagung Bisi 2 sebanyak tiga kali di musim tanam yang berbeda, sehingga umumnya petani responden menganggap benih Bisi 2 memiliki kualitas yang baik. Petani sebagai responden tidak beralih ke produk benih jagung lain meskipun, terjadi perubahan harga dan ketidaktersedian benih di toko pertanian terdekat. Hasil analisis hubungan kepuasan dengan loyalitas menggunakan korelasi Rank Spearman sebesar 0,531 artinya tingkat kepuasan sedang dengan loyalitas petani pada taraf signifikan sebesar 1%. Produsen Bisi 2 diharapkan dapat meningkatkan kinerja atribut produktivitas, umur panen, dan tahan terhadap hama dan penyakit. Perbaikan kinerja atribut tersebut dapat dilakukan dengan cara pengembangan benih bermutu yang menghasilkan produktivitas yang tinggi, umur panen lebih singkat, dan tahan terhadap serangan hama dan penyakit. Produsen diharapkan tetap mempertahankan kinerja atribut harga benih, ujung tongkol penuh, daya tumbuh, serta tahan roboh agar tingkat kepuasan petani tidak menurun. Peneliti selanjutnya yang menggunakan piramida loyalitas mampu menyeleksi responden agar hanya dapat masuk kedalam satu tingkatan loyalitas. Penelitian selanjutnya mengenai hubungan kepuasan dengan loyalitas pembelian pada pasar input di bidang pertanian perlu dilakukan karena masih sedikit penelitian yang membahas mengenai hal tersebut.
English Abstract
Corn demand for feed and food consumption in 2017 and 2018 are 19.2 million tons and 20.3 million tons, respectively (Agriculture Data and Information System Center of the Ministry of Agriculture, 2018). Proving that corn has been developed as an alternative food, including feed corn. The demand to increase corn production makes the hybrid feed corn seed market a potential market for seed producers through increasing the need for hybrid feed corn seeds themselves. Based on key informants in the office of the Agricultural Counseling Agency (BPP) of Donomulyo Subdistrict in Purwodadi Village as one of the corn feed production centers, provides a phenomenon that shows the importance of demand to meet animal feed needs in the village. Bisi 2 feed corn seed products as the market leader, most farmers prefer this seed for their farming, most of it in terms of production increases so the good growth power of other products.Based on this background, the objectives of this study are (1) Analyzing the suitability between the importance level and the ability level of the attributes of Bisi 2 corn wheat products in Purwodadi Village, Donomulyo District, Malang Regency, (2) Analyzing the level of farmer satisfaction with the attributes of Bisi feed corn seed products 2 in Purwodadi Village, (3) Analyzing the level of farmers' loyalty to the attributes of Bisi corn corn 2 products in Purwodadi Village, (4) Analyzing the level of income with the loyalty of farmers buying Bisi 2 corn seeds in Purwodadi Village. This research was conducted in June 2019 in the area of Purwodadi Village, Donomulyo District, Malang Regency with the consideration that farmers in the village had used and had planted corn feed for at least three planting seasons when the research was conducted. The respondents of this study were 35 Bisi 2 feed corn farmers in the Purwodadi Village area as many as 35 farmers as respondents determined through purposive sampling technique. Data collection using a questionnaire method that was asked and filled out by researchers. The analytical method used is the Importance Performance Analysis (IPA) with the Cochran Q test, Customer Satisfaction Index (CSI), loyalty pyramid, and Spearman Rank correlation. The analytical tool used in the data analysis process in this study uses Microsof Excel 2010 and SPSS version 16. The results of the analysis of the suitability between the level of importance and the level of performance of the Bisi 2 corn seed attributes using IPA, there are 3 attributes that are the main priority for improvement (quadrant I), namely productivity, harvest age, and resistance to pests and diseases. The attributes that need to be maintained are in quadrant II, which is collapse resistance, growth capacity and full cob tip. The seed price attribute in quadrant III has a low priority in improvement and no attributes are included in this quadrant. Product attributes such as seed prices are in quadrant IV as attributes that have excessive resource allocation. The results of the analysis of the level of satisfaction of farmers to the attributes of Bisi 2 corn seeds using CSI showed that farmers were satisfied at 77.54%. Consumers are satisfied with Bisi 2 because the corn produced is resistant to collapse, power to grow and the tip of a full cob. The results of the analysis of the level of farmers' loyalty to the attributes of Bisi 2 corn seeds using the pyramid of loyalty showed that loyal farmers at the level of commited buyers were 42.00%. The high percentage of committed buyers is because farmers often commit to buy Bisi 2 corn seeds in each of their farming activities. The smallest value in the loyalty pyramid is at the level of switcher buyers because the respondent farmers have already bought Bisi 2 corn seeds three times in different planting seasons, so that generally the respondent farmers consider Bisi 2 seeds to have good quality. Farmers as respondents did not switch to other corn seed products though, there were changes in prices and unavailability of seeds at the nearest farm shop. The results of the analysis of the relationship of satisfaction with loyalty using a Spearman Rank correlation of 0.531 means that the level of satisfaction correlates medium with the loyalty of farmers at a significant level of 1%. Producer of Bisi 2 is expected to be able to improve the performance of productivity attributes, harvest age, and resistance to pests and diseases. Improving the performance of these attributes can be done by developing quality seeds that produce high productivity, shorter harvest life, and are resistant to pests and diseases. Producers are expected to maintain the performance of the seed price attributes, the tip of the full cob, growing power, and resistance to collapse so that the level of satisfaction of farmers does not decrease. Subsequent researchers who used the pyramid of loyalty were able to select respondents so they could only enter into one level of loyalty. Further research on the relationship of satisfaction with purchase loyalty in the input market in agriculture needs to be done because there is still little research that addresses this.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/820/051909710 |
| Uncontrolled Keywords: | - |
| 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 07:05 |
| Last Modified: | 09 Sep 2022 04:02 |
| URI: | http://repository.ub.ac.id/id/eprint/174793 |
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