FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN BERAS ORGANIK (Studi Kasus di PPAH Petani Sejahtera Desa Sengguruh Kecamatan Kepanjen kabupaten malang)

Abstract

Nowadays, public awareness of a healthy lifestyle is starting to increase, especially in modern society, where in the post-Covid-19 era, most people are increasingly selective in choosing the rice they consume in the hope that it will benefit their bodies. Some apply conditions when choosing food to be consumed, one of which is that it is free from chemicals, pesticides or what is usually called organic. The aim of this research is to identify the characteristics of organic rice consumers and to determine the factors that influence consumer decisions in purchasing organic rice. This research uses the logistic regression analysis method and data obtained through direct interviews and questionnaires. The results of the research and analysis show that the variables that significantly influence consumer decisions in purchasing organic rice are quality variables, packaging variables, lifestyle variables, income variables and education variables, while the variables that do not significantly influence consumer decisions in purchasing organic rice includes price variables, durability variables and fluffiness variables.

Keyword: buying decision, organic rice