| dc.description.abstract | The vegetable marketing process involves various distribution channels from farmers to consumers. There are various channels that can be used to market crops. Generally, the closer the marketing channel is to consumers, the lower the costs incurred. However, in reality, farmers often face challenges and dependence on middlemen. Given these challenges, this study was conducted with the aim of analyzing the characteristics of farmers and the factors associated with their decisions to sell vegetables to middlemen. Data collection was conducted by distributing questionnaires to 50 respondents, using accidental sampling. Data analysis was performed using the Spearman's rank correlation test. The dominant characteristics of the respondents were male, with a high school education level, and a monthly income ranging from IDR 1,000,000 to <IDR 5,000,000. The results of the correlation between variables showed moderate correlations, namely selling price 0.595, production volume 0.497, and strong correlations, namely product quality 0.647 and accessibility 0.663. Therefore, it can be concluded that all variables used in this study are related to farmers' decisions to sell vegetables to wholesalers. This study recommends that farmers maintain vegetable quality to expand market reach and maintain good relationships with wholesalers to ensure mutually beneficial sustainability | en_US |
