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All Journal AGRISE JURNAL ILMIAH GLOBAL EDUCATION
Sari, Betty Nur Indah
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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THE EFFECTS OF MARKETING MIX ON PESTICIDE PURCHASING DECISIONS THROUGH BRAND IMAGE AMONG RICE FARMERS IN KANOR SUB-DISTRICT, BOJONEGORO DISTRICT Sari, Betty Nur Indah; Setiawan, Budi; Riana, Fitria Dina
Agricultural Socio-Economics Journal Vol. 24 No. 3 (2024): JULY
Publisher : Socio-Economics/Agribusiness Department

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.agrise.2024.024.3.6

Abstract

One of the regencies in East Java, Bojonegoro Regency, also relies on the agricultural sector to drive the economy after the oil and gas sector. One of the sub-districts that has productive land with a high contribution to rice production is Kanor sub-district. Because it is located on the banks of the Bengawan Solo river, the land in the sub-district is often threatened by pest attacks and affected by flooding. In an effort to prevent and treat pests, rice farmers in Kanor Sub-district choose to use pesticides because it is easier. Without the use of pesticides, the damage caused by pests causes a threat that suppresses rice productivity. On the other hand, the use of chemical pesticides without strict control and guidance also poses risks to the health of the population and the environment as well as damage to paddy fields due to nutrient depletion. Therefore it is important for farmers to choose the right pesticide product so as not to cause losses. Farmers' decisions to buy pesticide products are influenced by several different preferences, but specifically an important factor in influencing purchasing decisions is the marketing mix carried out by pesticide producers. On the basis of these findings, this study adopts the marketing mix variable as a predictor to explain farmers' pesticide purchasing decisions. The marketing mix referred to in this study is product quality, price, place and promotion. This research is expected to be one of the means for companies engaged in pesticide products in predicting the marketing mix which is often an important factor for farmers in deciding to choose pesticide products.
Perilaku Pembelian Pestisida Petani Padi di Kecamatan Kanor Kabupaten Bojonegoro Sari, Betty Nur Indah; Setiawan, Budi; Riana, Fitria Dina
Jurnal Ilmiah Global Education Vol. 5 No. 1 (2024): JURNAL ILMIAH GLOBAL EDUCATION, Volume 5 Nomor 1, Maret 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v5i1.2430

Abstract

The use of pesticides to eradicate plant pest organisms (OPT) faced by rice farmers in Kanor District is an effective solution to reduce the threat of crop failure which has the potential for losses. However, the use of pesticides without control and non-compliance with usage rules carries a risk of damaging rice fields. The behavior of rice farmers in using pesticides is confirmed to have low compliance, including the habit of mixing two or more different brands, as well as using higher doses. The behavior of pesticide purchasing decisions made by farmers in this research will be tested through a marketing mix consisting of product quality, price, place and promotions carried out by pesticide producers. This research is a quantitative research, taking research samples from rice farmers in Kanor District, which is a productive rice producing center in Bojonegoro Regency. Research data analysis uses descriptive statistics and structural equation modeling (SEM) analysis using the smartPLS application. The research results found several findings, including the behavior of farmers in using pesticides, 73.1 percent mixing various brands, 20.4 percent using higher doses. The most common reason farmers choose a brand of pesticide is based on function/benefits (25.8%), following other farmers who already use a similar brand (s5.8 percent, price of pesticide (17.2%). SEM test results show quality results product, place, and promotion do not have a direct influence on purchasing decisions, only price has a direct influence on pesticide purchasing decisions. In testing the relationship with brand image, product quality and promotion have a significant positive influence, while price and place have a significant negative influence. Further findings found that brand image succeeded in mediating price, place, promotion with pesticide purchasing decisions, but brand image failed to mediate product quality with purchasing decisions. Furthermore, brand image had a significant positive influence on pesticide purchasing decisions.
Co-Authors Budi Setiawan Fitria Dina Riana