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Analysis of Consumer Behavior Toward Increased Sales of Orgamas Liquid Organic Fertilizer Products

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Analysis of Consumer Behavior Toward Increased Sales
of Orgamas Liquid Organic Fertilizer Products
Budi Utomo
1
, Steffan Albert
2
Faculty of Agriculture, Mayjen SungkonoMojokerto University
E-mails: budi.utomo@unimas.ac.id dan stalbyoniedev@gmail.com
ABSTRACT
This study aims to determine: 1. Knowing the response and interest of farmers to the products of Organic Liquid
Organic Fertilizer Orgamas in the Dawarblandong area. 2. Knowing the cause and effect of farmers in buying
Orgamas Liquid Organic Fertilizer products. 3. Develop strategies to increase sales of Orgamas Liquid Organic
Fertilizer products. Results of the study: 1. Farmers in Dawarblandong have a high level of expectation for
organic fertilizer products that can help increase their productivity, but these expectations are limited by cultural
factors so that farmers give the highest value to the attribute of excellence and the lowest value to the
availability attribute of liquid organic fertilizer. Orgamas. 2. Farmers have different interpretations of the
attributes inherent in the Orgamas Liquid Organic Fertilizer product, they assess that the attributes of excellence,
price, and delivery are able to shape their interest in buying and using Orgamas Liquid Organic Fertilizer, but
not the availability, familiarity and brand attributes. . 3. Based on the SWOT analysis concluded by the
Cartesian Graph, Intan Abatani's management is facing various internal threats and weaknesses, so Intan
Abatani's management needs to develop an alternative strategy in the form of a SWOT Matrix design to create a
plan to save the company from large losses.
Keywords: Liquid Organic Fertilizer, Consumer Behavior, Fishbein, SWOT

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Publisher

Agricultural Science : Agricultural Science., 2020

Collation

Hal : 63-73

Language

English

ISBN/ISSN

ISSN: 2597- 8713

Classification

Pertanian

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Subject(s)

Analysis of Consumer Behavior Toward Increased Sal

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Analysis of Consumer Behavior Toward Increased Sales of Orgamas Liquid Organic Fertilizer Products

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