Abstract:
Purpose : The aim of this study is to know the effect of economic and social factors on the farmers’ marketing
decisions.
Research Method : This research was conducted from January to March 2020. The respondents were 60 (sixty)
farmers who were chosen by purposing sampling. The analysis models used in this research are likert and correlation
analysis.
Findings : The economic factor has a medium effect on farmers’ marketing decisions. Ease of farmers’
access to the auction market or to get information is the main economic variable to the farmers’ marketing
decision. Price has a very high effect on the farmers’ marketing decisions. The social factor also affects the
farmers’ marketing decisions but at a weak level.
Research Limitation : The respondents only 60 farmers.
Originality/ Value : Provides information for the new marketing institution to stay competitive and attractive
to customers.
Keywords: economic factor; farmers’ marketing decision; new auction market; social factor
