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Journal : UNEJ e-Proceeding

THE LEVEL OF AWARENESS, DIFERENTIATION, AND BRAND VALUE IN CONSTRUCTING FARMER PERCEPTION INFLUENCING THE DECISION OF CORN SEED HIBRIDA PURCHASE Riyanti Isaskar; Rini Dwi Astuti; Peterson Silalahi
UNEJ e-Proceeding International Conference on Agribusiness Marketing (ICAM) 2012, Faculty of Agriculture, University o
Publisher : UPT Penerbitan Universitas Jember

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Abstract

Looking at the competition in a market that is so tight, a consumer perception of a brand is very important, because manufacturers know that knowledge is used to marketingstrategy. The perception of a person can form due to lack of awareness, differentiation, andthe value provided by a brand. The purpose of the implementation of research i.e. knowingthe level of awareness, differentiation, and value brand in the construct perceptions offarmers in hybrid corn seeds, and analyzing the simultaneously and the partially influencevariables of brand awareness, differentiation, and value of brand that affect the decision ofthe purchase of hybrid corn by farmers. The results obtained the overall perception of thefarmers who formed on the basis of the level of awareness, differentiation, and value brandof the majority are on a negative category, due to the logistical regression model using theresult that there are simultaneously influence toward brand awareness, branddifferentiation, and value brand of hybrid corn seed purchase decisions. From the testpartial correlation revealed that the variable brand value most affecting of farmers 'decision in buying a hybrid corn seeds merk X.
Co-Authors A. Wahib Muhaimin Abdul Wahib Muhaimin Abdul Wahib Muhaimin Abdul Wahid Muhaimin Adinda Putri Kusherawati Adji Achmad Rinaldo Fernandes Afifah, Triwinda Nur Agustina Shinta Agustina Shinta Hartanti Wahyuningtyas Agustina Shinta Hartati Wahyuningtyas Agustina Shinta Hartati Wahyuningtyas Agustina Shinta Hartati Wahyuningtyas Aidin Wahyu Gunawan Akbar, Zamratul Alya Salsabila Puteri Anisa Aprilia Anisa Aprilia Annisa Firdauzi Annisa Rahma Sabrina Arie Srihardyastutie Arie Srihardyastutie Asihing Kustanti Assawwa, Laily Yuthiika Aulia Nadhifah Rifani Aulia Raharja Baiq Pramita Kusuma Dewi Bawana, Surya Praja Dwi Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Burhan Cholista Ferry Irawan Darmawan Saptadi Dego Yusa Ali Destyana Ellingga Pratiwi Destyana Ellingga Pratiwi Dina Novia Priminingtyas Dinik Putri Djoko Koestiono Djoko Pramono Dwi Gatot Sabarno Dwi Prista Pramana Dwi Ratna Hidayati Dwi Retno Andriani Dyah Erni Widyastuti Dyah Erni Widyastuti Elizabeth Marito Sagala Fahriyah Fahriyah Fahriyah Fahriyah Faizal, Febriananda Fauziah Hasanah Fitri, Kanissa Gita Fitri, Lailatul Hidayah Fitria Dina Riana Fitriana, Yusti Dian Fitrotul Laili Gumoyo Mumpuningsih Gutama, Wisynu A. Hafida Ruminar Handono, Setiyo Yuli Heli Tistiana Hendro Priyo Tri Utomo Heptari Elita Dewi Hery Toiba Hidayah, Imatul Hikmatus Sofa Rahmadia I Gusti Wayan Murjana Yasa I Ketut Suada Ifan Rizky Kurniyanto Ilyaza Agung Himawan Keppi Sukesi Khoirunnisa Bai KIKI FIBRIANTO Kliwon Hidayat Kukuh Swan Sri Sabakti Larasati, Ami Retno Lidia Valentina Sihombing Lilis Syarifatul Karima Mangku Purnomo Manurung, Jihan Salwaa Aqiilah Medea Ramadhani Utomo, Medea Ramadhani Mekasari, Firsta Koesdyah Mohamad Bahaudin Mokh Rum Muhaimin, Abdul Wahid Muhammad Dzulfadzli Firhad Mumpuningsih, Gumoyo Munawaroh, Isma Musyafak N., Tri Wahyu Naafila, Ludzna Yus'ida Naomy Tasyalingga Tiffany Kitu Nasa, Alda Rizkino Wega Intan Noor, Arif Yustian Maulana Novi Haryati Nugroho Tanda W. Nur Baladina Nurhayati, Yetti Kartika Nurirrozak, Muhamad Zahran Pertiwi, Pertiwi, Vi’in Ayu Pertiwi, Vi’in Ayu Peterson Silalahi Poppay Dwi Anggaraini Puteri, Alya S. Puteri, Alya Salsabila Putri Budi S. Rachman Hartono Rafitri Novitasari Rahma, Tazkiyah Hasti Paramita Rahmadhani, Putri Auliya Rahman, Moh Shadiqur Ramadanti, Tanya Aulia Ratya Anindita Ratya Anindita Ravita Nila Aswar Resty Afriana Riana, Fitria D. Rini Dwiastuti Rini Dwiastuti Rini Mutisari Rishona Hanael Tauran Rizkiana Mahardika S., Putri Budi Salyo Sutrisno Sari, Putri Nurmalita Silvana Maulidah Siswantoro, Ajik Solimun Sukardi Sukardi Syafrial Syafrial Syafrial Syarifatul Karima, Lilis Tifa Ervita Maharani Tri Ardyati Tri Utomo, Hendro Priyo Tri Wahyu N. Ulinnuha, Husna Ummah, Khoirul Uzay Luluasa Vera Verdiana Vi’in Ayu Pertiwi Vi’in Ayu Pertiwi W, Agustina Shinta Hartati Wahyuningtiyas, Agustina Shinta Hartati Wahyuningtyas, Agustina Shinta Hartati Wasono, Didik Mulyo Wheny Anggi Anggraini Wibowo, Fauzi Adi Wisynu Ari Gutama Yannasari, Nike Shelvi Yayuk Yuliati Yuliana Putri Rizky Vindiani Yusri Fajar Zamratul Akbar Zamroni, Mufid