HUBUNGAN FAKTOR SOSIAL, PERSEPSI HARGA DAN SIKAP KONSUMEN TERHADAP NIAT MEMBELI BIBIT BERSERTIFIKASI PADA PETANI RAKYAT
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Abstract
Kelapa Sawit merupakan salah satu komoditas ekspor utama nonmigas Indonesia. Namun produktivitas petani perkebunan rakyat masih rendah dibandingkan dengan produktivitas Rata-rata Indonesia. Produktivitas kelapa sawit perkebunan rakyat selalu memiliki produktivitas dibawah produktivitas kelapa sawit rata-rata Indonesia. Salah satu penyebab Rendahnya produktivitas pekebunan rakyat disebabkan oleh penggunaan bibit yang tidak bersertifikat. Penelitian ini menguji hubungan faktor social terhadap niat membeli bibit, hubungan antara persepsi harga terhadap niat membeli bibit kelapa sawit, dan hubungan antara sikap konsumen terhadap niat membeli kelapa sawit. Penelitian dilakukan di Aceh tamian dengan menggunakan SEM-PLS. Kesimpulan penelitian antara lain Faktor Sosial berhubungan signifikan terhadap Niat Membeli, Persepsi Harga berhubungan tidak signifikan terhadap Niat Membeli dan Sikap Konsumen berhubungan signifikan terhadap Niat Membeli.
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