PERILAKU KONSUMEN SAYURAN ORGANIK DI KOTA PEKANBARU
Abstract: This research aimed
to understanding the consumer attitudes on the organicvegetable attributes, and
the influence of the consumer’s social environment toward thesubjective norm in
the making the purchasing decision on the organic vegetable in Pekanbaru.Source
of data was primary data from interview with respondents using purposive
sampling.Method of analysis used Fishbein model to analysis the consumer’s
attitudes and tounderstanding the consumer’s decision making process. The
attributes was used tounderstanding the consumer’s attitudes is freshness,
colour, taste, brand, ingredients,advantage for health, price and the
availability. And the attribute was analyzed to analyzedthe influence of the
consumer’s social environment is the product’s legal aspect and thefamily
members. The research result showed that there was a positive attitude of
consumer toconsume the organic vegetable. Attribute “the advantage of organic
vegetable for health isowned the higher positive score to influence the
consumer’s attitudes to consume the organicvegetable. And the social
environment is not influence the subjective norm of consumer inmaking the
purchasing decisions of the organic vegetables.
Penulis: Ahmad Rifai, Didi
Muwardi, Juwita Rizki, Fitri Nauli Rangkuti
Kode Jurnal: jptindustridd080021
