PREFERENSI LABEL, DAN PERSEPSI KEMUDAHAN MEMPEROLEH PRODUK TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK

Euis Dasipah, Dety Sukmawati, Rahmah Sofiatin

Abstract


This study aims to determine the effect of label preference on purchasing decisions, the influence of perceived ease of obtaining organic vegetables on purchasing decisions and the influence of label preferences and perceived ease of obtaining organic vegetables on purchasing decisions.The results of the study showed that the perception of ease of obtaining products had a positive and significant effect on purchasing decisions with a total influence of 23,6%. The direct effect of the perception of the ease of obtaining a product for a purchasing decision is 17%, This means that the more easily consumers get organic vegetables, the decision of consumers to buy organic vegetable products is higher

Keywords


Label Preference, Perceived Ease of Product Acquisition, Purchasing Decisions, Organic Vegetables, Path Analysis

References


Prayitno.2010."Layanan Bimbingan Kelompok dan Konseling Kelompok". Universitas Negeri Padang.

Pasolong, Harbani. 2005. Metode Penelitian Administrasi : Untuk Organisasi Profit dan Non Profit. Makasar. Lembaga Penerbitan Uhnas (Lephas)

Simamora, Bilson.2004. "Panduan Riset Perilaku Konsumen". Gramedia Pustaka Utama. Jakarta.

Singarimbun, Masri dan Sofian Effendi. 2002. "Metode Penelitian Survey" (editor). LP3ES. Jakarta

Suardika, M. Pasek, G. A. A Ambarawati, And P. Sukaatmadja. 2014. “Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Sayur Organik Cv Golden Leaf Farm Bali.” Jurnal Manajemen Agribisnis 2(1): 1–10.

Sugiyono. 2011. Metode Penelitian Kuantitatif Kualitatif dan R & D. Alfabeta




DOI: http://dx.doi.org/10.25157/ma.v5i2.2223

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

___________________________________________________________________________________

Diterbitkan Oleh :

Fakultas Pertanian Universitas Galuh

Jl. RE Martadinata No. 150 Ciamis 46274

Telepon: 0265-7602739

Email: mimbaragribisnis@gmail.com

 

Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.

 __________________________________________________________________________________

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis diindeks oleh: