Factors Driving Shallot Farmers' Marketing Decisions During Harvest Seasons In Sukoharjo Village-Wilangan

Abstract

This study aims to analyze the partial and simultaneous effects of crop yields and selling prices on the marketing decisions of shallot farmers by considering psychological anxiety in Sukoharjo Village, Wilangan District. The study employed a quantitative approach with a causal associative design. Primary data were collected through Likert-scale questionnaires and in-depth interviews involving 99 shallot farmers selected using simple random sampling. The data were analyzed using multiple linear regression. The results show that crop yields have a positive and significant effect on marketing decisions, with a t-value of 6.208>1.985 and a significance level of 0.000. Selling price also has a positive and significant effect, with a t-value of 8.101>1.985 and a significance level of 0.000, and it is the more dominant variable. Simultaneously, crop yields and selling prices significantly affect marketing decisions, with an F-value of 77.393 > 3.09 and a significance level of 0.000. The Adjusted R Square of 0.609 indicates that the model explains 60.9% of the variation in marketing decisions. Field findings indicate that the perishable nature of shallots, limited storage facilities, price fluctuations, information asymmetry, and capital needs generate anxiety that encourages loss-aversion behavior. Consequently, farmers tend to make defensive decisions by selling quickly to local middlemen to secure immediate cash flow.