PREFERENSI KONSUMEN TERHADAP ATRIBUT SAYURAN ORGANIK DI KOTA PALEMBANG
Daftar Isi:
- Spinach and kale are the most consumed vegetable commodities in Indonesia based on data from the Food Security Agency. Therefore, the authors chose the commodity organic spinach and organic water kale as research subjects. Consumer want vegetables in accordance with their preferences, in purchasing vegetables, consumer will always pay attention to the attributes that exist in vegetables. Therefore it is necessary to know how the dominant characteristics of consumers of organic vegetables and see the preferences of consumers. As the purposes of this study are : (1) Analyzing the dominant characteristics of the respondents of organic vegetables found in the city of Palembang. (2) analyzing consumer preferences of organic vegetable attributes in Palembang City (3) calculates the average consumption of people for organic vegetables in Palembang City. This research has been carried out by April 2019 up to finish at Palembang Square Mall and OPI Mall precisely at the Carrefour outlet located on the 2nd floor in both malls. The research method used was survey methods, whereas withdrawal methods example used is accidental sampling. The data collected in this research consists of primary and secondary data. The results showed the dominant characteristics of respondents who consumed organic spinach were female with a total of 15 (75%) respondent, married 16 (80%) respondent, average age 42,45 years old, last level of education is Senior High School with 11 (55%) respondent, work other than civil servant and doesn’t work 14 (70%) respondent, has an average household income of Rp6.320.000 and has a family member of 4 people. As for the characteristics of consumer who consume organic kale were female with a total of 16 (80%) respondent, married 16 (80%) respondent, average age 41,65 years old, last level of education is Bachelor degree with 9 (45%) respondent, doesn’t work 9 (45%) respondent, has an average household income of Rp6.800.000 and has a family member of 4 people. In the decision making process, respondents of organic vegetalbes go through the need for recognition, information seeking, alternative evaluation, purchasing processes and post-purchase behavior. Based on the result of the study, it was found that organic spinach is the most preferred by consumers who have low price attributes (920 – 1.200 Rp/100g), leaf color is green, leaf condition is intact, the number of leaves each stem is large, and the packaging variations are labeled. The attribute favored by organic kale respondents is the low price (1.000 – 1.330 Rp/100g) ), leaf color is green, leaf condition is intact, the number of leaves each stem is large, and the packaging variations are labeled. And its known that the average level of consumption of the people of Palembang City for organic spinach which is 3,35 kg-month and the average consumption of organic kale is 3,4 kg/month.