Habibah, Nadia (2023) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMBELI SAYUR ORGANIK DI PASAR MODERN KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRACT This study aims to determine the characteristics of consumers of organic vegetables, the types of vegetables purchased, and the factors that influence consumers’ decisions to buy organic vegetables in the modern market in Surabaya. Respondents in this study were 50 consumers of organic vegetables in modern markets in Surabaya. The research method uses descriptive analysis, and SEM-PLS. There search results show:1) The characteristics of organic vegetable consumers are dominated by women, aged 39-49 years, who are married, work as housewives, last education bachelor’s degree, and have average income of Rp.4,000,000 – Rp.6,000,000/month. 2) The type of vegetable most purchased by consumers is mustard greens, the number of vegetables purchased in one transaction is >500 gram. 3) Cultural factors have a significant positive effect on organic vegetable consumer decisions, social factors have a significant positive effect on organic vegetable consumer decisions, personal factors have a significant positive effect on organic vegetable consumer decisions, and psychological factors have a significant positive effect on vegetable consumer decisions. organic.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Nadia Habibah | ||||||||||||
| Date Deposited: | 05 May 2023 01:20 | ||||||||||||
| Last Modified: | 05 May 2023 01:20 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13184 |
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