The roles of field assistant of pesticide company in Indonesia: a qualitative study

dc.contributor.authorYulianti, A
dc.contributor.authorIstriningsih,
dc.contributor.authorDewi, Y A
dc.contributor.authorHanifah, V W
dc.contributor.authorHerteddy, D
dc.contributor.authorSuib, E
dc.contributor.authorSarwani, M
dc.date.accessioned2024-11-06T10:17:30Z
dc.date.available2024-11-06T10:17:30Z
dc.description.abstractThe pesticide market in Indonesia is highly competitive which leads the companies to constantly develop marketing strategies. Pesticide companies assign Field Assistants (FAs) to execute the promotional efforts and knowledge delivery to farmers to increase the sale. This study aimed to investigate FA roles as a promotional agent in technology dissemination to support their tasks in demand creation and technology adoption, respectively. The study was conducted from October to December 2020 in North Sumatra Province. Data was collected by interviewing individual FA representing five pesticide companies, both multinational and local companies. The descriptive qualitative method was used by employing an inductive theoretical model, then analyzed with coding techniques using NVivo. The result revealed that among 10 emerging roles from coding, the most dominant role was stakeholders’ engagement; whilst the least one was understanding farmers’ problems. The role also addressed an environmental issue through a stewardship program funded by the company. There were variations in the implementation of those roles among companies due to their limiting factors. Thus, FA roles are mainly working on promotional efforts embedded with extension activities in terms of knowledge transfer to farmers, technical advisory, on-farm demonstration plot, and expose or farmer field day.en
dc.identifier.swb1789594316
dc.identifier.urihttps://hohpublica.uni-hohenheim.de/handle/123456789/16858
dc.identifier.urihttps://doi.org/10.1088/1755-1315/950/1/012071
dc.language.isoengde
dc.rights.licensecc_byde
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/de/de
dc.source1755-1315de
dc.sourceIOP conference series: earth and environmental science; Vol. 950, No. 1 () 012071de
dc.subjectPesticides
dc.subjectSales promotion
dc.subjectMarketing
dc.subjectTechnology transfer
dc.subjectExtension
dc.subject.ddc630
dc.titleThe roles of field assistant of pesticide company in Indonesia: a qualitative studyen
dc.type.diniArticle
dcterms.bibliographicCitationIOP conference series: earth and environmental science, 950 (2022), 012071. https://doi.org/10.1088/1755-1315/950/1/012071. ISSN: 1755-1315
dcterms.bibliographicCitation.issn1755-1315
dcterms.bibliographicCitation.issue1
dcterms.bibliographicCitation.journaltitleIOP conference series: earth and environmental science
dcterms.bibliographicCitation.volume950
local.export.bibtex@article{Yulianti2022, doi = {10.1088/1755-1315/950/1/012071}, url = {https://hohpublica.uni-hohenheim.de/handle/123456789/16858}, author = {Yulianti, A and Istriningsih, and Dewi, Y A et al.}, title = {The Roles of Field Assistant of Pesticide Company in Indonesia: A Qualitative Study}, journal: = {IOP conference series: earth and environmental science}, year = {2022}, volume = {950}, }
local.export.bibtexAuthorYulianti, A and Istriningsih, and Dewi, Y A et al.
local.export.bibtexKeyYulianti
local.export.bibtexType@article
local.title.fullThe roles of field assistant of pesticide company in Indonesia: a qualitative study

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