Analisis Preferensi Petani Terhadap Minat Beli Bibit Kelapa Sawit di Cv. Harmoni Hijau Lestari

Abstract

This study aims to analyze oil palm farmers’ preferences toward oil palm seedling attributes and to identify the most influential attributes on purchase intention in South Sumatra Province, Indonesia. The research falls within the marketing field, particularly consumer behavior in the agribusiness sector, focusing on four attributes: seed type, seedling size, price, and product quality. A quantitative approach was employed using a saturated sampling technique, involving 33 farmer respondents who had purchased oil palm seedlings. Data were collected through closed-ended questionnaires and analyzed using Conjoint Analysis with SPSS version 27. The results reveal that product quality is the most influential attribute on purchase intention, with an importance value of 40.215%, followed by price, seed type, and seedling size. The most preferred combination consists of the SJ 5 variety, an 8-month seedling size, and a price of IDR 52,000 per seedling. The model shows high accuracy with a Pearson’s R value of 0.978 and a coefficient of determination (R²) of 0.957, indicating that 95.7% of the variation in purchase intention can be explained by the attribute combinations analyzed. These findings highlight that farmers tend to prioritize seedling quality and legality in their decision-making process, implying that marketing strategies should focus on improving quality, ensuring certification, and providing education on superior varieties.

Keywords

Consumer Preference; Oil Palm Seedlings; Conjoint Analysis; Purchase Intention; South Sumatra