PENGARUH PENGETAHUAN EKOLOGIS, KEMAUAN MEMBAYAR LEBIH, DAN KESADARAN LINGKUNGAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK ORGANIK
Abstract: Organic products as
natural products or are free of chemicals / pesticides , is currently a trend
in many countries around the world. The tendency of shifting consumer
consumption patterns of consuming organic products to conventional products has
become an interesting phenomenon today . Shifting back to nature lifestyle ,
has become a wise choice to meet a healthy lifestyle . This view , looking at
the trend of consumers choosing organic ingredients and eco-friendly products
is increasing. Of the various existing studies , found that attention and the
desire to buy organic food and organic food products behavior is increasing
nowadays. The purpose of this study was to analyze the influence of ecological
knowledge, willingness to pay more, and environmental awareness of the organic
product purchase decisions in Hortimart Agro Center Bawen .
The population in this study is that consumers Hortimart Agro Center
Bawen. Based Slovin formula, the sample size was 100 respondents were obtained
with Purpose Sampling techniques , namely consumers who consume organic
products . Primary data was collected through questionnaires and analyzed using
multiple linear.The results of the research on 100 respondents in Hortimart
Agro Ecological Knowledge Center showed that no significant influence on
purchasing decisions, different results are shown in the willingness to pay
more and the environmental awareness and significant positive influence on
purchasing decisions. willingnessto paymore variable (b2 =0,550) became the
biggest factors influencing purchasing decisions.
Keywords: Ecological Knowledge
, Willingness to Pay More , Environmental Awareness, Purchase Decision
Penulis: Diana Aqmala, Astrid
Novianti
Kode Jurnal: jpmanajemendd170414
