ANALISIS PREFERENSI PETANI DALAM PEMILIHAN VARIETAS BENIH MELON UNGGUL DI DESA KAYULEMAH KECAMATAN SUMBERJO KABUPATEN BOJONEGORO

Marry Ann Adhisty. 201910210311060 “Analysis of Farmers’ Preferences in Selecting Superior Melon Seed Varieties in Kayulemah Village, Sumberjo District, Bojonegoro Regency.” Agribusness Study Program. Faculty of Animal Husbandry. University of Muhammadiyah Malang. Main Advisory Lecturer Mrs. Yohana Agustina, S. P., M.Sc. and Advisory Lecturer Mr. M. Zul Mazwan, S.P., M.Sc.
Melon (Cucumis melon L.) is a horticultural fruit commodity belonging to the cucurbit family and has relatively high economic value. Kayulemah Village, located in Sumberjo District, Bojonegoro Regency, is a village where the majority of the population works in the agricultural sector. Most farmers stated that melon cultivation activities are able to improve their welfare, as the profits earned are used to fulfill their daily living needs. ased on data from Statistics Indonesia, Indonesia's melon production in 2022 was recorded at 118,771 tons, representing a decrease of 8.08% compared to 129,147 tons in 2021. One of the factors contributing to this decline is the decreasing selling price of melons. This condition underlies the implementation of this research entitled “Analysis of Farmers’ Preferences in Selecting Superior Melon Seed Varieties in Kayulemah Village, Sumberjo District, Bojonegoro Regency.” The objectives of this study are: 1) to identify the characteristics of melon farmers in Kayulemah Village, Sumberjo District, Bojonegoro Regency; and 2) to determine the attributes that influence farmers’ preferences in selecting superior melon seed varieties in Kayulemah Village, Sumberjo District, Bojonegoro Regency. This study was conducted by distributing questionnaires to respondents, followed by questionnaire assessment using the Conjoint Analysis method. Based on the results of the conjoint analysis, melon farmers in Kayulemah Village tend to prioritize the Amanda variety, productivity yield of more than 15 tons, seed price of IDR 185,000 per pack, sweet fruit quality, plant age (harvest period) of 55 days after planting, and resistance to pests and diseases. The attribute with the highest importance value was the variety attribute, with a value of 69.337%, while the correlation value was high and statistically significant at 0.996.