PERILAKU KONSUMEN DALAM PEMBELIAN BERAS ORGANIK PRODUKSI KABUPATEN PRINGSEWU
Abstract: The purposes of this
research were to analyze the process of consumer’s decision making on organic
rice purchasing and dominant component that influenced organic rice purchasing
by consumers. This research was
conducted in Pringsewu District by considering that location one of the central
productions and the pioneer of organic paddy farming in Lampung Province. The
data was collected on June-July 2015 with survey method. The samples of the research were 60
respondents both men and women that met the criteria such as having experience
on buying and consuming organic rice at the last three months. The data was analyzed usely descriptive
analysis and statistic with validity, reliability, and principal component
analysis. The result showed that the
process of decision making on organic rice purchasing by consumer was through
all of the stage such as introduction needs, information searching, alternative
evaluation, purchase decision and post purchase evaluation. There were three
dominant components that influenced decision making on organic rice
purchasing. The first component was
named habit component, the second component was named as appeal component, and
the third component was named flavor component.
Penulis: Arif Setiawan, Wan
Abbas Zakaria, Yaktiworo Indriani
Kode Jurnal: jppertaniandd160847
