%A 0854023014 FINKO HARKI NUGROHO
%T ANALYSIS OF FARMERS? ATTITUDES AND SATISFACTION TOWARDS HYBRID CORN SEED VARIETIES
IN SOUTH LAMPUNG REGENCY

ANALISIS SIKAP DAN KEPUASAN PETANI TERHADAP BENIH JAGUNG HIBRIDA DI KABUPATEN LAMPUNG SELATAN
%X The purposes of this study were to (1) identify the characteristics and decision making process on hybrid corn seed varieties and (2) analyze the farmer?s attitudes and satisfaction on hybrid corn seeds in South Lampung Regency. The location was selected purposively where 68 hybrid corn farmers drawn using simple random sampling. Data were analyzed qualitatively and quantitatively using a descriptive analysis, Fishbein?s Multi-attribute, Important Performance Analysis (IPA), and Customer Satisfaction Index (CSI). The results of the descriptive analysis showed some differences on respondents? characteristics and the decision making process. The Fishbein?s Multi-attribute scored farmers? attitude on the three varieties of corn hybrid seeds was at 77.68. However, the farmers? attitude towards P27 was better than towards NK22 and BISI2. Based on the Important Performance Analysis, dissatisfaction occurred on the seed growing ability attribute and harvesting age attribute. The Customer Satisfaction Index was 75.38% showing that farmers were ?very satisfied?. The scores on three hybrid corn seed varieties respectively were 78.44% on P27, 75.56% on NK22, and 72.13% on BISI2
Keywords: Characteristic, decision-making process, Importance, Performance

Penelitian ini bertujuan untuk mengetahui: (1) mengidentifikasi karakteristik petani dan proses keputusan pembelian petani benih jagung hibrida dan (2) menganalisis sikap dan kepuasan petani terhadap benih jagung hibrida di Kabupaten Lampung Selatan.
Pemilihan lokasi dilakukan secara purposive dimana 68 petani jagung hibrida diambil menggunakan tehnik simple random sampling. Data dianalisis secara kualitatif dan kuantitatif menggunakan metode deskriptif. Multiatribut Fishbein, Important Performance Analysis (IPA) dan Customer Satisfaction Index(CSI). Berdasarkan penelitian yang telah dilakukan, maka dapat disimpulkan petani jagung hibrida memiliki karakteristik dan proses keputusan pembelian yang berbeda. Skor sikap petani terhadap benih jagung varietas hibrida secara keseluruhan yaitu 77,68. Sikap petani terhadap P27 lebih baik daripada NK22 dan BISI2. Important Performance Analysis menunjukkan bahwa ketidakpuasan petani pada benih jagung hibrida terjadi pada atribut umur panen dan daya tumbuh. Hasil perhitungan Customers Satisfaction Index (CSI) menunjukan bahwa nilai indek kepuasan petani jagung hibrida secara keseluruhan berada di angka 75,38 % dan menunjukkan petani ?sangat puas? terhadap kinerja produk-produk benih jagung hibrida.
Kata Kunci : Karakteristik,Proses Keputusan Pembelian, Kepentingan, Kinerja
1(Sarjana Fakultas Pertanian, Universitas Lampung)
2(Dosen Fakultas Pertanian, Universitas Lampung)

%C Universitas Lampung
%D 2014
%I Fakultas Pertanian
%L eprints3872