FACTORS AFFECTING THE INTENTION OF FARMERS TO JOIN MARKETING COOPERATIVE FOR VEGETABLES

Abstract

Marketing cooperation to promote safe products is necessary in agriculture. A major obstacle for cooperative forms is to deal with outputs for products (such as vegetables). The study was carried out through a combination of qualitative and quantitative research. The subjects participating in the survey were vegetable farmers with 228 samples. Smart PLS software is applied to analyze and process the collected data. From the research results, relevant factors affecting farmers' participation in marketing cooperation include: Identificative support, production support, output economic benefits and management. From the research results, the author proposes governance implications for cooperatives, authorities to facilitate marketing cooperation and increase consumption of vegetables in the market.