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<p>Sugarcane industry plays a vital role in Indonesia’s agricultural sector, yet farmers face complex challenges in marketing their product, particularly when choosing between the direct payment system (SPT) and the profit-sharing system (SBH). This study applies the theory of planned behavior (TPB) to analyze how attitudes, subjective norms, and perceived behavioral control (PBC) influence farmers’ marketing decisions in Bantur and Dampit Sub-districts, Malang Regency. Using structural equation modeling (SEM) with partial least squares (PLS), the research examines survey data from 257 sugarcane farmers (205 SPT and 52 SBH participants). Key findings reveal that PBC strongly shapes farmers’ attitudes, with path coefficients of 0.540 (SPT) and 0.607 (SBH), indicating greater perceived control fosters positive attitudes, especially in collaborative SBH systems. Subjective norms significantly influence intentions, driven by social approval (path coefficients: 0.474 for SPT, 0.414 for SBH), while attitudes more strongly influence SBH intentions (0.399 vs. 0.292 for SPT). Ultimately, PBC and intention directly impact farmers’ decisions, with SBH adoption more dependent on control perceptions (0.553 vs. 0.429 for SPT). The study highlights the need for policies enhancing farmers’ autonomy, social support networks, and institutional trust to optimize marketing choices. These insights can guide sugar mills, policymakers, and extension services in designing farmer-centric strategies to advance Indonesia’s sugarcane self-sufficiency goals.</p>

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From Profit Sharing to Direct Payment? Understanding the Psychology of Sugarcane Marketing Preference

  • 期刊论文

  • 发表日期：

    2026年5月20日

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  • Julian Adam Ridjal,
  • Soetriono,
  • Mohammad Rondhi,
  • Tri Candra Setiawati

摘要

Sugarcane industry plays a vital role in Indonesia’s agricultural sector, yet farmers face complex challenges in marketing their product, particularly when choosing between the direct payment system (SPT) and the profit-sharing system (SBH). This study applies the theory of planned behavior (TPB) to analyze how attitudes, subjective norms, and perceived behavioral control (PBC) influence farmers’ marketing decisions in Bantur and Dampit Sub-districts, Malang Regency. Using structural equation modeling (SEM) with partial least squares (PLS), the research examines survey data from 257 sugarcane farmers (205 SPT and 52 SBH participants). Key findings reveal that PBC strongly shapes farmers’ attitudes, with path coefficients of 0.540 (SPT) and 0.607 (SBH), indicating greater perceived control fosters positive attitudes, especially in collaborative SBH systems. Subjective norms significantly influence intentions, driven by social approval (path coefficients: 0.474 for SPT, 0.414 for SBH), while attitudes more strongly influence SBH intentions (0.399 vs. 0.292 for SPT). Ultimately, PBC and intention directly impact farmers’ decisions, with SBH adoption more dependent on control perceptions (0.553 vs. 0.429 for SPT). The study highlights the need for policies enhancing farmers’ autonomy, social support networks, and institutional trust to optimize marketing choices. These insights can guide sugar mills, policymakers, and extension services in designing farmer-centric strategies to advance Indonesia’s sugarcane self-sufficiency goals.