Agent Behavior Collaborative Strategy in Cocoa Agroindustry in Central Java, Indonesia

Abstract

Objective: This study aims to influence the behavior of agro-industry actors in meeting the demand for cocoa beans in Batang Regency, Central Java, Indonesia. Methods: From a similar synthesis of literature, 38 indicators of collaborative behavior were produced which were used to create a questionnaire, and the data was collected by directly observing cocoa agro-industry actors—farmers, village collectors, sub-district collectors, large collectors, and cocoa factories. Partial Least Square (PLS) is used in data processing to identify collaborative behavior and indicators that influence behavior, and the Fuzzy Analytical Hierarchy Process (FAHP) is used for weighting. Results: The PLS results explain that the behavior of "trust" greatly influences communication behavior. That is, communication goes well when the agro-industry actor's trust system is high. "Information-sharing" behavior has a large impact on collaboration and "collaborative" behavior has a large impact on "continuous improvement". FAHP results obtained weighting values, and the order of priority shows that behaviors with the highest weighting values are trust between members of the supply chain, continuous communication, information sharing, value relationships, collaboration, and continuous improvement. In this results, each of these things needs to be considered for the smooth flow of distribution at the microscopic level in supporting the performance improvement of the cocoa agro-industry, and for other agro-industry.