Preferensi Konsumen Terhadap Pembelian Sayuran Organik di CV Kurnia Kitri Ayu Farm

Abstract

This study aims (1) to analyze the description of consumer preferences in purchasing organic vegetables at CV. Kurnia Kitri Ayu Farm (2) Analyzing the factors that influence consumer preferences in purchasing organic vegetables that influence consumer purchasing decisions at CV. Kurnia Kitri Ayu Farm. This research was determined by purposive sampling at CV. Kurnia Kitri Ayu Farm Malang with accidental sampling method, using 50 respondents. The data analysis used is quantitative data analysis (multiple linear regression) and qualitative (effectiveness descriptive analysis). Based on the results of this study (1) The preference of buying organic vegetables in CV. Kurnia Kitri Ayu Farm social variables have a Likert scale index score of 67.47%, indicating a statement of agreement. The economic variable has a score of 62.27%, indicating a statement of agreement. The preference variable for purchasing organic vegetables has a score of 82.4%, indicating that the preference variable for purchasing organic vegetables is perceived as strongly agree. (2) The variables measured are social and economic variables, which have a positive and significant relationship with the preference for buying organic vegetables in CV. Kurnia Kitri Ayu Farm, it means that the better the respondents' responses to social and economic variables, the higher the consumer's interest in buying organic vegetables.