KARAKTERISTIK KONSUMEN SAYUR HIDROPONIK KELOMPOK TANI BRAYAT MINULYO KOTA MALANG

Elno Adam Fatahillah Ritonga, M. Noerhadi Sudjoni, Lia Rohmatul Maula

Abstract


This study aims to analyze the characteristics of consumers of hydroponic vegetables from the Brayat Minulyo Farmers Group in Malang City. The method used is a survey by distributing questionnaires to 150 respondents who are incidental consumers of hydroponic vegetables from the Brayat Minulyo Farmers Group. The characteristics of the visitors are analyzed based on their domicile, gender, age, education, occupation, income, purchase frequency, vegetables purchased, number of items bought, and total price per purchase. The results show that the consumers of hydroponic vegetables from the Brayat Minulyo Farmers Group are predominantly from Malang City (87%), female (73%), aged 31–40 years (68%), with a bachelor's degree (68%), working as housewives (61%), with an income of IDR 1,500,000 – IDR 2,999,999 (49%), purchasing frequency of once a week (57%), buying kangkong (27%), with a purchase amount of 1 pack (35%), and a price of IDR 10,000 per purchase (35%). These findings can be used to consider the development potential and management of the Brayat Minulyo Farmers Group to align with consumer interests and needs.

Keyword: Hydroponic, Consumer Characteristics, Malang

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References


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