ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PETANI DALAM MEMILIH TOKO PUPUK

Abstract

The objectives of this study were: (1) to determine the factors influencing farmers’ decisions in choosing a fertilizer store at UD Karya Tani, and (2) to identify the most dominant factor influencing farmers’ decisions in selecting a fertilizer store at UD Karya Tani. The research location was the place where the study was conducted by the researcher. This research was carried out at UD Karya Tani, located on Merdeka Street, Seribu Dolok, Silimakuta District, Simalungun Regency, North Sumatra Province. This location was chosen because UD Karya Tani is situated at a road intersection that is easily accessible to farmers from various surrounding villages. The data analysis methods used in this study were descriptive analysis and multiple linear regression analysis. The factors influencing access to the store included age, education, land area, farming experience, distance to the store, product completeness in the store, and product prices in the store. The results showed that: (1) the factors influencing farmers’ decisions in choosing a fertilizer store at UD Karya Tani were education and product availability, which had a significant effect on farmers’ decisions, while the other variables did not show a significant effect; and (2) the most dominant factor influencing farmers’ decisions in choosing a fertilizer store at UD Karya Tani was product availability, with the highest regression coefficient value (0.842) and a significance value of 0.000. The age variable indicated that older farmers tended to remain loyal to one store, while the education variable showed that farmers with higher educational levels also tended to choose and remain loyal to one store. This indicates that fertilizer availability is the main factor considered by farmers in determining their choice of store.