KEPUASAN PETANI PADI TERHADAP PELAKSANAAN BAURAN PEMASARAN BENIH PADI BERSERTIFIKAT NON SUBSIDI – PT. PERTANI CABANG PEMASARAN KARAWANG

PT.Pertani bergerak salah satunya di bidang produksi dan distribusi benih. Berdasarkan benih yangdipasarkannya, ada dua jenis konsumen benih padi PT. Pertani yaitu konsumen benih bersubsidi dan non subsidi.Penelitian ini dilakukan untuk menentukan kualitas bauran pemasaran benih padi bersertifikat non subsidiberdasarkan kepuasan petani padi sebagai konsumen benih. Penelitian dilakukan dengan teknik deskriptifkuantitatif yang mengidentifikasi tingkat kesesuaian antara kepentingan dan pelaksanaan bauran pemasaran yangdirasakan oleh petani padi, prioritas perbaikan bauran pemasaran, serta tingkat kepuasan petani. Terdapat tujuhatribut bauran pemasaran yang dinilai berdasarkan prinsip bauran pemasaran 7P dan dianalisis dengan metodeImportance-Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Penelitian dilakukan di empatdesa yang berada di wilayah Kios Tani Ramah, Kabupaten Karawang. Alasan pemilihan Kios Tani Ramah adalahkarena kios ini adalah pemasar benih padi bersertifikat terbesar dari PT. Pertani Cabang Karawang, dimana PT.Pertani sendiri merupakan satu dari dua BUMN yang memproduksi benih padi bersertifikat. Variabel yang akanditeliti pada penelitian ini adalah bauran pemasaran 7P (Product, Price, Place, Promotion, People, Process, danPhysical Evidence). Hasil penelitian menunjukkan bahwa yang menjadi prioritas untuk ditingkatkan ialah atributketahanan hama, penyakit, kesesuaian harga dengan kualitas, promosi word of mouth, dan kebersihan kios. Tingkatkepuasan petani berdasarkan penilaian CSI yaitu 75,20% atau 0,752 yang berarti ada pada kriteria puas, karenaberada diantara 0,66 – 0,80.Kata kunci: kepuasan petani, bauran pemasaran, benih padi bersertifikat, non subsidi, IPAABSTRACTOne of PT.Pertani’s business branch is seed production and distribution. Based on the seeds market, thereare two types of consumers of PT. Pertani. Those are, subsidized and non-subsidized seed consumers. Thisresearch was conducted to determine the quality of marketing mix of certified rice seeds based on the satisfactionof the rice farmers as seed consumers. The research was conducted with quantitative descriptive analysis methodthat identifies the level of conformity between the importance and the implementation of the marketing mixperceived by the rice farmers, the priority of the marketing mix improvement, and the level of farmer satisfaction.There are seven marketing mix attributes that are judged by the 7P marketing mix principle and analyzed byImportance-Performace Analysis (IPA) and Customer Satisfaction Index (CSI) method. The study was conductedin four villages located in Kios Tani Ramah area, Karawang Regency. The reason for choosing Tani Ramah Kioskis because this kiosk is the largest certified rice seeds marketer from PT. Pertani Karawang Branch, where PT.Pertani itself is one of two state-owned enterprises that produce certified rice seeds. The variables to be sold inthis study are 7P marketing mix (Product, Price, Place, Promotion, People, Process, dan Physical Evidence). Theresults showed that the priorities to be improved are the attribute of pest resistance, disease, price conformity withthe quality, word of mouth promotion, and the kiosk's hygiene. The level of farmer satisfaction based on the CSIassessment is 75.20% or 0.752 which means it is within the "satisfied" criteria, because it is between 0.66 - 0.80.Keywords: farmer satisfaction, marketing mix, certified rice seed, non subsidized, IPA