Factors influencing the decision of dairy farmers in selecting milk market in the Central Java Province

Dairy farming is a livestock business that contributes to the local economy. Indonesian dairy farmers have many options for selling their fresh milk. Consequently, dairy farmers decide the most suitable market for selling fresh milk. According to utility theory, milk sold through certain outlets offers more advantages than milk sold through other outlets. This study aimed to analyze the factors influencing farmers’ choices when selecting a milk market to sell their fresh milk. The study was conducted by collecting data through questionnaires from 238 dairy farmers in Central Java Province. The sample size computation was conducted using a multistage random sampling method, whereas the sampling was performed using purposive sampling. The analysis employed was a multinomial logistic regression analysis. The multinomial logistic regression analysis findings revealed that farmers’ decisions about the milk market were influenced by age, price, volumes of milk sales, and participation in livestock groups. © 2025, Agricultural Academy, Bulgaria. All rights reserved.