Farmers’ Perception of Selling Chili to the New Auction Market: A Case at Sleman Regency of Indonesia

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