Analysis of Consumer Attitudes, Preferences, and Satisfaction Towards Germinated Oil Palm Seeds Indonesian Oil Palm Research Institute

Abstract

Superior seeds are critical in increasing oil palm productivity in Indonesia, especially for smallholder farmers. Producers who produce oil palm planting materials play a vital role in providing quality seeds whose purity can be guaranteed (legitimized). The Indonesian Oil Palm Research Institute (IOPRI) is the only state-owned palm oil seed producer. The superior varieties of IOPRI, which are produced to increase palm oil production, will impact consumer behavior in selecting palm oil seeds. This research analyzes consumer attitudes, preferences, and satisfaction regarding using superior varieties of IOPRI germinated oil palm seeds. The data used in this research is primary data, with a total sample of 44 farmers. The analytical methods used are the Fishbein, Konjoin, Importance, and Performance Analysis (IPA) methods and the Customer Satisfaction Index (CSI). The research results show consumer attitudes towards the overall attributes of PPKS superior seed using the Fishbein method are in the very like category with a score of 24.04. Meanwhile, the preferences of farmers using conjoint analysis are very favorable, namely for Fresh Fruit Bunches (FFB) production potential of 38 tonnes/ha/year, high growth rate of 62.5 – 65 cm/year, tolerance to Ganoderma sp., planting density of 130 trees/ha, cardboard packaging, purchase by coming in person, 10% discount, and price Rp. 8000. IPA analysis shows that the suitability of varieties with planting density and the suitability of varieties with land type are included in quadrant I, so these two attributes do not satisfy farmers and are the main priority in making improvements. Meanwhile, consumer satisfaction with all attributes of the superior IOPRI variety shows a CSI value of 81%. The result shows that the farmer satisfaction index for IOPRI germinated oil palms seeds is very satisfied.