THE LEVEL OF AWARENESS, DIFERENTIATION, AND BRAND VALUE IN CONSTRUCTING FARMER PERCEPTION INFLUENCING THE DECISION OF CORN SEED HIBRIDA PURCHASE

Abstract

Looking at the competition in a market that is so tight, a consumer perception of a
brand is very important, because manufacturers know that knowledge is used to marketing
strategy. The perception of a person can form due to lack of awareness, differentiation, and
the value provided by a brand. The purpose of the implementation of research i.e. knowing
the level of awareness, differentiation, and value brand in the construct perceptions of
farmers in hybrid corn seeds, and analyzing the simultaneously and the partially influence
variables of brand awareness, differentiation, and value of brand that affect the decision of
the purchase of hybrid corn by farmers. The results obtained the overall perception of the
farmers who formed on the basis of the level of awareness, differentiation, and value brand
of the majority are on a negative category, due to the logistical regression model using the
result that there are simultaneously influence toward brand awareness, brand
differentiation, and value brand of hybrid corn seed purchase decisions. From the test
partial correlation revealed that the variable brand value most affecting of farmers '
decision in buying a hybrid corn seeds merk X.