Analyzing Marketing Mix Strategies and Personal Factors Influencing BISI Hybrid Maize Seed Purchases: Insights from Agricultural Development in Soppeng District, Indonesia

Sulfiana Rustam, Rahim Darma (), Muhammad Hatta Jamil, A. Nixia Tenriawaru, Letty Fudjaja, Rida Akzar, Nolila Mohd Nawi and Hamed Noralla Bakheet Ali
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Sulfiana Rustam: Graduate School, University of Hasanuddin, Makassar 90245, Indonesia
Rahim Darma: Laboratory of Agribusiness, Department of Agricultural Economics, University of Hasanuddin, Makassar 90245, Indonesia
Muhammad Hatta Jamil: Master Agribusiness Study Program, University of Hasanuddin, Makassar 90245, Indonesia
A. Nixia Tenriawaru: Department of Agricultural Economics, University of Hasanuddin, Makassar 90245, Indonesia
Letty Fudjaja: Department of Agricultural Economics, University of Hasanuddin, Makassar 90245, Indonesia
Rida Akzar: Center for Global Food and Resources, University of Adelaide, Adelaide, SA 5005, Australia
Nolila Mohd Nawi: Department of Agribusiness & Bioresource Economics, Faculty of Agriculture, University Putra Malaysia, Serdang 43400, Malaysia
Hamed Noralla Bakheet Ali: Agricultural Economics and Rural Development, Faculty of Agriculture, Omdurman Islamic University, Omdurman 14415, Sudan

Sustainability, 2025, vol. 17, issue 7, 1-24

Abstract: As a staple food and a key component of livestock feed, the growing demand for maize in Indonesia has spurred the expansion of hybrid maize cultivation. However, despite advancements in seed technology and government initiatives to boost maize production, farmers in rural areas continue to face obstacles in accessing high-quality seeds. This study explores the influence of the marketing mix—encompassing product, price, promotion, and distribution—alongside personal factors on farmers’ purchasing decisions for hybrid maize seeds in Soppeng District. Utilizing structural equation modeling (SEM) and survey data from 100 respondents, the findings indicate that product quality and price are the most critical determinants, with farmers prioritizing seed performance and affordability. Distribution also plays a vital role in rural areas, ensuring that farmers can readily access high-quality seeds. At the same time, personal factors such as farming experience and income significantly shape purchasing behavior. Notably, promotional efforts appear to have a limited impact, suggesting that traditional marketing approaches may not be the most effective in this context. Seed companies should focus on product development, refine pricing strategies, and strengthen distribution networks to enhance market penetration. In parallel, policymakers can facilitate access to agricultural credit, invest in rural infrastructure, and promote farmer education programs to improve purchasing power and awareness. Ultimately, adapting marketing strategies to align with local economic and cultural conditions can drive greater adoption of hybrid seeds, boost agricultural productivity, and contribute to the long-term sustainability of rural farming communities.

Keywords: agricultural marketing; consumer behavior; hybrid seed adoption; pricing strategies; distribution network (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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