Yandra, Resnaldi (2023) Faktor-faktor yang Dipertimbangkan Petani dalam Memutuskan Pembelian Bibit Unggul Kelapa Sawit di Desa Pematang Tebih Kecamatan Ujungbatu Kabupaten Rokan Hulu Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Consumers are the product's target market, meaning that products are made based on consumer needs. By studying consumer behavior, it can provide knowledge to entrepreneurs to develop appropriate marketing strategies.This study aims to analyze (1)the characteristics of farmers, entrepreneurs and business profiles of oil palm nurseries. (2)The decision making process for purchasing.(3)Dominant factors determine farmers' decisions in purchasing superior seeds.(4) Marketing strategy for superior. This study uses a survey method. The research location is in Pematang Tebih Village.The research was conducted for 6 months, starting from August 2022 to January 2023.The sampling technique used was Accidental Sampling. The types of data used are primary data and secondary data.To answer the objectives of this study, it was analyzed using descriptive statistical analysis and factor analysis, assisted by the Microsoft Excel 2010 program and the SPSS program version 26.0. The results of the research findings are as follows (1)The characteristics of farmers who buy superior seeds,the average age of farmers is 45 years, and the age of entrepreneurs is 38 years, the average education level of farmers is 10 years and the education of entrepreneurs is high school. The average farmer's experience is 13 years and the entrepreneur's experience is 3 years, the average number of farmer family members is 3 people and the number of dependents of the entrepreneur's family is 3 people.The business profile of a superior seed nursery is the form of an individual business, the source of capital is from personal funds, the number of seeds is 20,000 per period (12 months), the business land area is 4 hectares and the number of workers is 4 people. (2) The decision making process for purchasing high quality oil palm seeds from 45 farmers, indicators of the stages of the decision making process namely: motivation of farmers to obtain good quality seeds, benefits to increase the amount of production, information search obtained from farmers or farmer groups, selection of alternative evaluations is productivity high and follow other farmers, planned purchase decisions, self and get superior seeds from seed entrepreneurs, post-purchase behavior, satisfied after buying superior seeds, planning to re-buy, price increases keep buying, if the desired variety is empty don't buy, and will inform superior seeds to other farmers. (3)Factors considered by farmers in deciding to buy superior oil palm seeds are product (seed form), price (seed price), and location (access to seed location). (4)The marketing strategy for high-yielding oil palm seeds, namely: Product: the form of quality seeds, not diseased and certified by UPT seeds or related agencies, Price: the price of superior seeds which is determined to be competitive in the market, Place: access to strategic seed locations and located in major (main) roads.

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