Faktor-faktor yang Mempengaruhi Keputusan Konsumen Dalam Pembelian Sayuran Organik di Pasar Modern Kota Denpasar

  • MADE CINDY DARMAWATI Program Studi Agribisnis Fakultas Pertanian Universitas Udayana, Jl. PB. Sudirman Denpasar 80232
  • DWI PUTRA DARMAWAN Program Studi Agribisnis Fakultas Pertanian Universitas Udayana, Jl. PB. Sudirman Denpasar 80232
  • I GUSTI AYU AGUNG LIES ANGGRENI Program Studi Agribisnis Fakultas Pertanian Universitas Udayana, Jl. PB. Sudirman Denpasar 80232

Abstract

Factors Influence Consumers Decisions in Purchasing Organic Vegetables in the Modern Market of Denpasar City


Organic vegetables are one of the products produced from agriculture that are environmentally friendly and closer to the concept of nature, so that it can provide a guarantee of good quality compared to ordinary vegetables. The purpose of this study was to determine the factors that influence consumers decisions in purchasing organic vegetables and the most dominant factors influencing consumers decisions in purchasing organic vegetables in the Modern Market of Denpasar City. The data in this study consisted of qualitative data and quantitative data obtained from primary data sources and secondary data. The sampling technique was done by accidental sampling and obtained 50 respondents. The analysis technique used is SEM-PLS. The dependent variable (Y) is the consumers decisions and the independent variable (X) is price, product quality, location, service, and attitude. The results showed that the variables of price, product quality, and service had a significant effect, while the variables of location and attitude had no significant effect. The dominant variable that influences consumers decisions in purchasing organic vegetables in the Denpasar Modern Market is the price variable. Suggestions for this research are expected in the Modern Market can pay attention to the prices offered. Affordable prices supported by friendly service and appropriate product quality. The location is expected to be easy to reach and the attitude is well received.

Downloads

Download data is not yet available.

References

Badan Pusat Statistik Provinsi Bali. 2018. Konsumsi Kalori per Kapita Dalam Angka 2018. http://BPS.go.id (diakses pada tanggal 3 Desember 2019).
Badan Pusat Statistik Provinsi Bali. 2019. Jumlah Produksi Sayuran per Provinsi Bali Dalam Angka 2019. http://BPS.go.id (diakses pada tanggal 5 April 2020).
Badan Pusat Statistik Provinsi Bali. 2019. Kepadatan Penduduk Kota Denpasar Dalam Angka 2019. http://BPS.go.id (diakses pada tanggal 2 Oktober 2019).
Badan Pusat Statistik Provinsi Bali. 2020. Jumlah Penduduk Kota Denpasar menurut Jenis Kelamin dan Kecamatan Angka 2020. http://BPS.go.id (diakses pada tanggal 10 Oktober 2019).
Bina, Effi. 2014. Segmen Pasar, Preferensi Dan Persepsi Konsumen 4P’s Sayuran Organik. Skripsi. Institut Pertanian Bogor.
Dasipah Euis, Budiyono Haris, Julaeni Meilan. 2010. Analisis Perilaku Konsumen Dalam Pembelian Produk Sayuran Di Pasar Modern Kota Bekasi. Agribisnis dan Pengembangan Wilayah. Vol. 1 No.2, Juli.
Devi Sovranita Reza Mahesa, Hartono Georgius. 2015. Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Membeli Sayuran Organik. Universitas Kristen Satya Wacana. Jurnal Ilmu Pertanian AgriC ISSN 0854-9028.
Ghozali, Imam. 2014. Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit Universitas Diponegoro.
Khorniawati, Melisa. 2014. Produk Pertanian Organik Di Indonesia: Tinjauan Atas Preferensi Konsumen Indonesia Terhadap Produk Pertanian Organik Lokal. Universitas Ma Chung.
Kholfiyatum. 2013. Analisis Faktor Dan Proses Pengambilan Keputusan Pembelian Sayuran Organik Di Yogya Bogor Junction. Skripsi. Institut Pertanian Bogor.
I Made Subrata, Made Sukarsa, Ni Nyoman Yuliarmi 2015. Faktor-Faktor Yang Mempengaruhi Pembelian Pangan Organik Dan Proses Pendidikan Konsumen. Manajemen & Agribisnis. Institut Pertanian Bogor. Jurnal, Vol. 12 No.3, November.
Sugiyono. 2007. Metode Penelitian Bisnis. Alfabeta, CV. Bandung.
Yuniva, R. Cipta. 2014. Analisis Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Keputusan Pembelian Frestea. Skripsi. Institut Pertanian Bogor.
Zepri, Zul Zamal. 2009. Analisis Karakteristik Dan Perilaku Konsumen Sayuran Organik. Skripsi. Institut Pertanian Bogor.
Published
2022-12-31
How to Cite
DARMAWATI, MADE CINDY; DARMAWAN, DWI PUTRA; ANGGRENI, I GUSTI AYU AGUNG LIES. Faktor-faktor yang Mempengaruhi Keputusan Konsumen Dalam Pembelian Sayuran Organik di Pasar Modern Kota Denpasar. Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism), [S.l.], p. 587-598, dec. 2022. ISSN 2685-3809. Available at: <https://ojs.unud.ac.id/index.php/jaa/article/view/96130>. Date accessed: 21 nov. 2024. doi: https://doi.org/10.24843/JAA.2022.v11.i02.p10.
Section
Articles