ANALISIS PERILAKU KONSUMEN BERAS ORGANIK DI KABUPATEN JEMBER
Abstract: Food is an essential
commodities and strategic. Rice is one commodity food that has an important
role, both in terms of producers, consumers, government, the community and the
environment in general. With increasing population, increasing levels of
education and income per capita then the need for rice in particular food
consumption also increased. The enthusiasm of the public to consume organic
rice is also expected continues to increase along with the awareness of people
to live healthy. Research in Consumer Behavior Analysis of Organic Rice in
Jember conducted in order to determine: (1). Factors that influence the
behavior of consumers in the purchase of organic rice in Jember, (2). Is there
a relationship between level of education and income levels of consumers with
consumer response to quality attributes of rice in the purchase of organic rice
in Jember. This study was conducted in Jember with sampling and identification
method in the field. The results showed: (1). the factors that influence
consumer behaviour in purchasing organic rice in Jember is the quality factor
(texture, grain, color, taste), promotion factor (friend information, leaflets,
sellers, packaging), health factors (nutrition and nourishment), factor of
safety of consuming (where to buy, certification, pesticide residues) and
factor of prices (2). There is no real relationship between the levels of
education of consumers with consumer response to quality attributes of rice in
the purchase of organic rice in Jember (3). There is no real relationship
between the levels of income the consumer response to the quality attributes of
rice in the purchase of organic rice in Jember.
Key words: Organic Rice,
Consumer Behavior, Quality Attributes of Rice
Penulis: Titin Agustina
Kode Jurnal: jppertaniandd110055
