Abstract
Indonesia is one country in the world with a developing agricultural industry. Around 50% of Indonesian citizen is involved in the agricultural sector. Fertilizer is one important material for this industry to control the productivity of plantation or farming areas. In Indonesia, Fertilizer is produced by the fertilizer industry and is distributed to the farmer through two channels: distributor and retailer. With increasing competition in the Indonesian fertilizer industry due to the presence of fertilizer products from outside the country, it is necessary for this industry to maintain the quality of its product. Identification of product quality factors becomes a critical step in managing the quality of fertilizer products. Moreover, discussion with people in the Indonesian fertilizer industry, it is substantial to know the perception of customers about quality factors for fertilizer products. This research aims to identify quality factors for fertilizer products from distributors, retailers and farmers perspective. It was found that distributors and retailers emphasized the accuracy of weight and composition from fertilizer products as prominent quality factors while farmers stressed fertilizer price and fertilizer composition as key quality factors.
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