SIKAP DAN PENGAMBILAN KEPUTUSANPEMBELIAN SAYURAN ORGANIK OLEH KONSUMEN DI KOTA BANDAR LAMPUNG
Abstract: This study aims to
determine the characteristics of consumers, their attitudes, the stages of the
purchasing decision, and the factors that influence the purchase of organic
vegetables at Chandra Supermarket in Bandar Lampung City. The research was conducted purposively in
Chandra Supermarket of Bandar Lampung city.
The number of consumer respondents was 60 people recruited
accidentally. Research data were
analyzed by using descriptive qualitative and quantitative
Fishbein-Multiattribute Model, and Seemingly Unrelated Regression (SUR)
analysis. The results showed that the
characteristics of consumers of organic vegetables at Chandra Supermarket were
dominated by women 25-50 years old. Most
consumers were housewives, Senior High School graduates, monthly family income
of Rp5.000.000,00 or less,and organic
vegetable purchase of 1-4 times a month.
The consumer attitude (Ao) was to provide the highest value to the cleanliness. Stages of purchasingdecisions on organic
vegetables were the need recognition, information searching,evaluation of
alternatives, and post-purchase behavior.Factor that influenced positively on
the purchase of organic vegetables was freshness, while factors that influenced
negativelywere the ratio of price andincome, the cleanliness, and wholeness of
vegetables.
Penulis: Ni Made Anggiasari,
Yaktiworo Indriani, Teguh Endaryanto
Kode Jurnal: jppertaniandd160898
