ANALISIS KEPUTUSAN KONSUMEN DALAM MEMBELI SAYURAN ORGANIK ATAU ANORGANIK DI PERUMAHAN CITRA RAYA TANGERANG

Fildza Aryanto, Alma (2024) ANALISIS KEPUTUSAN KONSUMEN DALAM MEMBELI SAYURAN ORGANIK ATAU ANORGANIK DI PERUMAHAN CITRA RAYA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims to identify characteristics and analyze factors affecting consumers in the decision-making process of purchasing organic or inorganic vegetables at Citra Raya Tangerang Housing. The data in this study is secondary data obtained directly from respondents' knowledge through questionnaire filling. The sampling method used is accidental sampling with 100 respondents. The instrument validation uses validity and reliability tests. The analysis method used in this research is descriptive analysis and multi-attribute Fishbein analysis. The research results show that at the level of consumer importance and belief in consuming organic or inorganic vegetables, the freshness attribute has the highest score. In terms of consumer attitudes towards overall attributes, organic or inorganic vegetables are included in the good category because freshness is considered good for health by consumers.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Andjar Astuti, Chistina	196005311986112001
Thesis advisor	Anggraeni, Dian	197009162005012001

Additional Information:

Penelitian ini bertujuan untuk mengidentifikasi karakteristik dan menganalisis faktor-faktor apa saja yang berpengaruh terhadap konsumen dalam proses pengambilan keputusan pembelian sayuran organik atau anorganik di Perumahan Citra Raya Tangerang. Data dalam penelitian ini yaitu data sekunder yang diperoleh dari tingkat pengetahuan responden secara langsung melalui pengisian kuesioner. Metode penentuan sampel yaitu accidental sampling dengan jumlah responden 100 orang. Uji instrumen menggunakan uji validitas dan uji reabilitas. Metode analisis yang digunakan dalam penelitian ini yaitu analisis deskriptif dan analisis multiatribut fishbein. Hasil penelitian menunjukkan bahwa pada tingkat kepentingan dan tingkat kepercayaan konsumen dalam mengkonsumsi sayuran organik atau anorganik, didapat atribut kesegaran yang memiliki skor tertinggi. Pada nilai sikap konsumen terhadap atribut keseluruhan, sayuran organik atau anorganik termasuk ke dalam kategori baik, dikarenakan kesegaran sayuran dianggap baik oleh konsumen bagi kesehatan.

Uncontrolled Keywords:

Consumer, Fishbein multiattribute, Organic or Inorganic vegetables.

Subjects:

S Agriculture > S Agriculture (General)
S Agriculture > SB Plant culture

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

Mrs Alma Fildza Aryanto

Date Deposited:

15 Aug 2024 14:43

Last Modified:

15 Aug 2024 14:43

URI:

http://eprints.untirta.ac.id/id/eprint/40346

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