| dc.description.abstract | Innovation, dissemination, and biotechnological implications are widely applied in various fields of
agriculture and health, including the dairy cattle business in Indonesia. This study aims to evaluate the
use of biotechnology based on marketing aspects. The study was conducted at the Tirtasari Kresna
Gemilang Joint Business Group (KUB) in Pujon District, Malang Regency, East Java Province. The
study was conducted in October-December 2018. The research variables consisted of farmer
expectations (X1), perceived quality (X2), perceived value (Z1), farmer satisfaction (Z2), farmer loyalty
(Y1), and farmer complaints (Y2). Respondents were all KUB member dairy farmers, namely 174 dairy
farmers. Data analysis using the SEM (Structural Equation Model) method with SmartPLS 2.0. The
results showed that the satisfaction of dairy farmers on biotechnology products was influenced by
farmers 'expectations, perceived quality, and perceived value, while farmer satisfaction influenced
farmer loyalty and farmers' complaints. The conclusions from the research show that the use of
biotechnology products in dairy cattle business has begun to be accepted by the community. | en_US |
