Effectivity of Farmer’s Digital Capability and Perception of Brand Equity in the Relationship between Perception of E-Marketing Mix and Farmer’s Satisfaction to Agrochemical Industry in Indonesia

Farmer’s satisfaction has become a necessity for the agrochemical industry in Indonesia. The agrochemical industry started to implement a marketing mix strategy with adopting digital context inside. The objective for this study is to understand factors that cause success to farmer’s satisfaction from the perspective of e-marketing mix, farmer’s capability, and perception of brand equity. A validated questionnaire was used to collect data from 236 farmers of various land owned in the Indonesian agrochemical industry. This study shows perception of e-marketing mix and perception of brand equity have the highest association. Perception of e-marketing mix through perception of brand equity supporting farmer’s satisfaction, also perception of e-marketing mix is directly supported to farmer’s satisfaction. In addition, farmer’s digital capability does not support the farmer’s satisfaction. Further, this study clarifies that in creating farmer’s satisfaction, the personal capabilities from farmers is not enough to achieve that satisfaction and requires other factors such as digital culture to support it.