KEPUASAN PETANI PADI TERHADAP PELAKSANAAN BAURAN PEMASARAN BENIH PADI BERSERTIFIKAT NON SUBSIDI – PT. PERTANI CABANG PEMASARAN KARAWANG

Devi Maulidia, Eti Suminartika

Abstract

PT.Pertani bergerak salah satunya di bidang produksi dan distribusi benih. Berdasarkan benih yang
dipasarkannya, ada dua jenis konsumen benih padi PT. Pertani yaitu konsumen benih bersubsidi dan non subsidi.
Penelitian ini dilakukan untuk menentukan kualitas bauran pemasaran benih padi bersertifikat non subsidi
berdasarkan kepuasan petani padi sebagai konsumen benih. Penelitian dilakukan dengan teknik deskriptif
kuantitatif yang mengidentifikasi tingkat kesesuaian antara kepentingan dan pelaksanaan bauran pemasaran yang
dirasakan oleh petani padi, prioritas perbaikan bauran pemasaran, serta tingkat kepuasan petani. Terdapat tujuh
atribut bauran pemasaran yang dinilai berdasarkan prinsip bauran pemasaran 7P dan dianalisis dengan metode
Importance-Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Penelitian dilakukan di empat
desa yang berada di wilayah Kios Tani Ramah, Kabupaten Karawang. Alasan pemilihan Kios Tani Ramah adalah
karena kios ini adalah pemasar benih padi bersertifikat terbesar dari PT. Pertani Cabang Karawang, dimana PT.
Pertani sendiri merupakan satu dari dua BUMN yang memproduksi benih padi bersertifikat. Variabel yang akan
diteliti pada penelitian ini adalah bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process, dan
Physical Evidence). Hasil penelitian menunjukkan bahwa yang menjadi prioritas untuk ditingkatkan ialah atribut
ketahanan hama, penyakit, kesesuaian harga dengan kualitas, promosi word of mouth, dan kebersihan kios. Tingkat
kepuasan petani berdasarkan penilaian CSI yaitu 75,20% atau 0,752 yang berarti ada pada kriteria puas, karena
berada diantara 0,66 – 0,80.
Kata kunci: kepuasan petani, bauran pemasaran, benih padi bersertifikat, non subsidi, IPA
ABSTRACT
One of PT.Pertani’s business branch is seed production and distribution. Based on the seeds market, there
are two types of consumers of PT. Pertani. Those are, subsidized and non-subsidized seed consumers. This
research was conducted to determine the quality of marketing mix of certified rice seeds based on the satisfaction
of the rice farmers as seed consumers. The research was conducted with quantitative descriptive analysis method
that identifies the level of conformity between the importance and the implementation of the marketing mix
perceived by the rice farmers, the priority of the marketing mix improvement, and the level of farmer satisfaction.
There are seven marketing mix attributes that are judged by the 7P marketing mix principle and analyzed by
Importance-Performace Analysis (IPA) and Customer Satisfaction Index (CSI) method. The study was conducted
in four villages located in Kios Tani Ramah area, Karawang Regency. The reason for choosing Tani Ramah Kiosk
is because this kiosk is the largest certified rice seeds marketer from PT. Pertani Karawang Branch, where PT.
Pertani itself is one of two state-owned enterprises that produce certified rice seeds. The variables to be sold in
this study are 7P marketing mix (Product, Price, Place, Promotion, People, Process, dan Physical Evidence). The
results showed that the priorities to be improved are the attribute of pest resistance, disease, price conformity with
the quality, word of mouth promotion, and the kiosk's hygiene. The level of farmer satisfaction based on the CSI
assessment is 75.20% or 0.752 which means it is within the "satisfied" criteria, because it is between 0.66 - 0.80.
Keywords: farmer satisfaction, marketing mix, certified rice seed, non subsidized, IPA

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