Analisis kepuasan petani terhadap penggunaan pupuk hayati/organik merek beka-pomi pada tanaman padi

Rice demand as Indonesian main food will keep increase. But until now most of rice production still supported by chemical fertilizer for quite long time which would damage physical, chemical and biology character of soil that is not sustainable to environment. The Minister of Agriculture in Indonesia has released Minister of Agriculture Rule no. 40/2007 which recommended organic fertilizer application to improve soil condition and fertility, including to increase unorganic fertilizer efficiency. PT. Indoacidatama is one of organic fertilizer company in Indonesia which produce “beka-pomi” organic fertilizer package for paddy plant . Marketing of the fertilizer is quite fluctuative, so to keep sustain, one of its strategy is to focus on customer satisfaction. The aim of this research is to analyze customer profile (geography, demography, psichography and behavior/experience); to analyze customer satisfaction level, and to analyze the main factors which influence customer satisfaction level. This research was made through survey to 181 paddy farmers whose already used beka-pomi fertilizer in three provinces which are: Central Java, West Kalimantan, and Lampung. There were 13 attributes of beka-pomi fertilizer which being used in this research. The result of this research are the farmers‟ profile who used beka-pomi organic fertilizer on paddy plant now were dominated by productive age group (76%), jajar legowo and haston planting pattern (90%), education from primary to secondary level (91%), agriculture as side job (73%), and their land area is less than 1 hectare (61%). At the moment the farmers feel very satisfied (CSI=80.22%) to beka-pomi organic fertilizer because it increase soil fertility (95%), decrease the chemical fertilizer above 10% as many as 56% respondent, decrease pest and disease attack (78%) and increase yield above 10% as many as 71% respondent. The main factors to satisfaction from geographical segment and demography are land area, planting pattern and education level. Whilst for psichography segment, the main factor is opinion, „beka-pomi organic fertilizer application could produce dry yield grain above 10 tonnes/hectare”, activities, “in daily agriculture activity I found new things” and interest “I love to get people‟s attention”. From product attribute, the main factor which point to satisfaction level are: no side effect if get in to their body, the ability to produce paddy above 10 tonnes/hectare and quick response from the officer if complain occurred. The main priority to be fixed by this company is about pricing which should be lower in farmer‟s level and technical product information case which should be fixed so it will be easier to be understood by the paddy farmers