THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON CUSTOMER SATISFACTION OF FERTILIZER ON FARMERS IN BANTUL REGENCY

Muhammad Fikri Hijami; Hani Perwitasari; Any Suryantini

doi:10.14710/agrisocionomics.v8i2.20539

DOI: https://doi.org/10.14710/agrisocionomics.v8i2.20539

THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON CUSTOMER SATISFACTION OF FERTILIZER ON FARMERS IN BANTUL REGENCY

*Muhammad Fikri Hijami - Agribusiness, Faculty of Agriculture, Gadjah Mada University, Yogyakarta, Indonesia, Indonesia

Hani Perwitasari - Agribusiness, Faculty of Agriculture, Gadjah Mada University, Yogyakarta, Indonesia, Indonesia

Any Suryantini - Agribusiness, Faculty of Agriculture, Gadjah Mada University, Yogyakarta, Indonesia, Indonesia

BibTex Citation Data :

@article{Agrisocionomics20539,
    author = {Muhammad Hijami and Hani Perwitasari and Any Suryantini},
    title = {THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON CUSTOMER SATISFACTION OF FERTILIZER ON FARMERS IN BANTUL REGENCY},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {8},
    number = {2},
    year = {2024},
    keywords = {brand image, brand trust, customer satisfaction},
    abstract = { The widely distributed Non-subsidized NPK fertilizers which are quite diverse give more options for farmers to choose from which they want to use in their farming activities. This study aims to determine the effect of brand image and brand trust on customer satisfaction of non-subsidized NPK fertilizer shallot farmers in Bantul Regency. This quantitative research was conducted by using a non-probability sampling method with convenience sampling technique. The number of respondents in this study was 100 shallot farmers who use non-subsidized NPK fertilizer with the Mutiara and Phonska Plus brands at least twice. Data analysis was done with Structural Equation Modelling-Partial Least Square (SEM-PLS). The results of this study shows that the brand image variable is measured from indicators of brand identity, brand personality, brand associations, and brand attitudes and behavior. The brand trust variable is measured by some indicators which are brand characteristics, company characteristics, customer-brand characteristics, affective trust, and cognitive trust. The customer satisfaction variable is measured by service quality, product quality, price suitability, as well as situation and personality. Furthermore, the analysis shows that brand image and brand trust have a positive and significant effect on customer satisfaction. It is expected that farmers can exchange information regarding the use of non-subsidized NPK fertilizer in order to decide best decisions in cultivating shallot plants. },
   issn = {2621-9778},   pages = {528--540}  doi = {10.14710/agrisocionomics.v8i2.20539},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/20539}
}

Citation Format:

Abstract

The widely distributed Non-subsidized NPK fertilizers which are quite diverse give more options for farmers to choose from which they want to use in their farming activities. This study aims to determine the effect of brand image and brand trust on customer satisfaction of non-subsidized NPK fertilizer shallot farmers in Bantul Regency. This quantitative research was conducted by using a non-probability sampling method with convenience sampling technique. The number of respondents in this study was 100 shallot farmers who use non-subsidized NPK fertilizer with the Mutiara and Phonska Plus brands at least twice. Data analysis was done with Structural Equation Modelling-Partial Least Square (SEM-PLS). The results of this study shows that the brand image variable is measured from indicators of brand identity, brand personality, brand associations, and brand attitudes and behavior. The brand trust variable is measured by some indicators which are brand characteristics, company characteristics, customer-brand characteristics, affective trust, and cognitive trust. The customer satisfaction variable is measured by service quality, product quality, price suitability, as well as situation and personality. Furthermore, the analysis shows that brand image and brand trust have a positive and significant effect on customer satisfaction. It is expected that farmers can exchange information regarding the use of non-subsidized NPK fertilizer in order to decide best decisions in cultivating shallot plants.

Fulltext View|Download

Keywords: brand image, brand trust, customer satisfaction

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 8, No 2 (2024): June 2024

Recent articles

INTERPRETING FARMER ATTITUDE TO FOOD LOSS PHENOMENON IN THE FRESH MILK SUPPLY CHAIN IN BANYUMAS, INDONESIA COMPARATIVE STUDY OF RICE FARMING INCOME WITH THE APPLICATION OF DIRECT SEED PLANTING SYSTEM (TABELA) AND TRANSPLANTING (TAPIN) SUSTAINABILITY OF OSING TRIBE FARMING IN KEMIREN VILLAGE, BANYUWANGI More recent articles

Abdillah dan Jogiyanto. 2009. Konsep dan Aplikasi PLS (Partial Least Square) untuk Penelitian Empiris. Yogyakarta: Fakultas Ekonomi dan Bisnis UGM
BPS. 2021. Kabupaten Bantul Dalam Angka 2021
BPS. 2022. Kabupaten Bantul Dalam Angka 2022
Dayanti, A. D., Sudapet, N., & Subagyo, H. D. 2019. The Effect of Brand Image and Brand Trust on Customer Satisfaction and Customer Loyalty of Ara Shop Sidoarjo. Journal of World Conference, 1(2): 257–262
Ghozali, I. 2008. Structural Equation Modelling. Edisi Kedua. Semarang: Badan Penerbit Universitas Diponegoro
Ghozali, I. 2014. Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Edisi 4. Semarang: Badan Penerbit Universitas Diponegoro
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. 2022. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition (Third Edition). SAGE Publication Inc
Hamdani, K. K., Susanto, H., Nurawan, A., Rodhian, S., & Rahayu, S. P. 2023. Aplikasi Pupuk NPK pada Tanaman Bawang Merah di Kabupaten Cirebon. Vegetalika, 12(2): 160. https://doi.org/10.22146/veg.77700
Hartono. 2011. Konsep dan Aplikasi Structural Equation Modeling (SEM) Berbasis Varian dalam Penelitian Bisnis. Yogyakarta: UPP STIM YKPN
Ibnu, M. 2021. Dampak Kebijakan Billing System Penebusan Pupuk Subsidi di Provinsi Lampung The Impact of Billing System Policy for Subsidized Fertilizer Redemption in Lampung Province. Jurnal Sosial Ekonomi Pertanian, 17(3): 59–73. https://journal.unhas.ac.id/index.php/jsep
Ihsan, M. N., & Sutedjo, B. 2022. Pengaruh brand image dan brand trust terhadap kepuasan konsumen dan dampaknya terhadap minat beli ulang The influence of brand image and brand trust on consumer satisfaction and its impact on re-buying interests. Jurnal Ekonomi Manajemen Dan Akuntansi, 24(1): 170–176. http://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI
Peraturan Menteri Pertanian Republik Indonesia Nomor 10 Tahun 2022 tentang Cara Penetapan Alokasi dan Harga Eceran Tertinggi Pupuk Bersubsidi Sektor Pertanian, Kementerian Pertanian Republik Indonesia (2022). www.peraturan.go.id
Kim, E. J., Kim, S. H., & Lee, Y. K. 2019. The Effect of Brand Hearsay and Brand Trust and Brand Attiudes. Journal of Hospitality Marketing and Management, 28(7): 765–784. https://doi.org/10.1080/19368623.2019.1567431
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. 2019. Marketing Management (4th Edition). Pearson Education. www.pearson.com/uk
Kusumah, Perdana., & Wahyudin, Nanang. 2018. Purchase Decision of Chemical Compound Fertilizers by White Pepper Farmers. Russian Journal of Agricultural and Socio-Economic Sciences, 76(4): 287–295. https://doi.org/10.18551/rjoas.2018-04.30
Lau, G. T., Lee, S. H., & Manager, M. 1999. Consumers’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4: 341–370
Nauvallia, S., Martini, E., & Sos, S. 2020. Pengaruh Celebrity Endorser Gita Savitri terhadap Keputusan Pembelian Produk Online Shop Femme Outfit di Media Sosial Instagram. EProceedings of Management, 7(2)
Putra, R., Yulasmi, Y., & Susriyanti, S. 2023. Pengaruh Brand Image dan Brand Trust terhadap Keputusan Pembelian dengan Kepuasan Konsumen sebagai Variabel Intervening pada PT Galatta Lestarindo. Jurnal Administrasi Sosial Dan Humaniora, 7(1): 1. https://doi.org/10.56957/jsr.v7i1.246
Saniah, S., Ariadi, B., & Harpowo. 2020. Faktor-Faktor yang mempengaruhi Kepuasan Konsumen Kedai “Pesankopi” di Kota Malang. Journal of Agricultural Socioeconomics and Business, 3(1): 40–49. https://doi.org/10.22219/agriecobis
Sari, S. N., Riyanto, S., & Kusuma, B. A. 2022. The Effect of Social Capital on the Food Security of Members of the “Melati Putih” Sustainable Food House (KRPL) Area in Bandungrejosari, Sukun District, Malang City. Agrisocionomics, 6(1): 148. http://ejournal2.undip.ac.id/index.php/agrisocionomics
Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. 2019. Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Journal of Applied Science and Technology, 38(4): 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
Sugiyono. 2019. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Suryati, Lili. 2015. Manajemen Pemasaran. Yogyakarta: Budi Utama
Tjiptono, Fandy dan Diana, Anastasia. 2019. Pemasaran. Yogyakarta: Andi Publisher
Yoana, M., & Tjokrosaputro, M. 2019. Pengaruh Brand Experience, Brand Trust, Customer Satisfaction terhadap Brand Loyalty Produk Cimory. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(5): 38–43
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. 2017. Services Marketing: Integrating Customer Focus Across the Firm (Seventh Edition). McGraw-Hill

Last update:

No citation recorded.

Last update:

No citation recorded.

Starting from 2021, the author(s) whose article is published in the Agrisocionomics journal attain the copyright for their article. By submitting the manuscript to Agrisocionomics, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

Their article is original, written by the mentioned author(s),
Has never been published before,
Does not contain statements that violate the law, and
Does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal.

If the article was prepared jointly by more than one author, each author submitting the manuscript warrants that they have been given permission by all co-authors to agree to copyright and license notices (agreements) on their behalf, and agree to notify the co-authors of the terms of this policy. Agrisocionomics will not be held responsible for anything that may arise because of the writer's internal dispute. Agrisocionomics will only communicate with correspondence authors.

Authors should also understand that once published, their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available. The license of published articles (and additional data) will be governed by the Creative Commons Attribution license as currently featured on the Creative Commons Attribution-ShareAlike 4.0 International License. Agrisocionomics allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Agrisocionomics to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.