Abstract
The market condition for organic products in Sumatera Utara is still very small. This can be seen from the very few companies engaged in organic products. The market is very small due to low consumer awareness and consumer knowledge of organic products. This research was conducted to analyze the characteristics and behavior of consumers about organic products in Sumatera utara. The locations of research activities are Medan, Binjai, Deli Serdang, Serdang Bedagei and Langkat. In addition, the lack of involvement of local governments and related institutions in encouraging the development of organic products is indicated by the low level of commitment in developing organic products in Sumatera utara. The results of this study indicate that organic knowledge, environmental science, health science, pricing and subjective norms are the factors that determine whether consumers buy organic products
Highlights
Marketing includes determining consumer needs and helping to create consumer needs
Seen from the second-order confirmation factor, it can be seen that the price variable (X4) has the highest t- value followed by subjective norms (X5) and organic knowledge (X1)
Root mean square error of approximation (RMSEA) describes the residues contained in the model
Summary
Marketing includes determining consumer needs and helping to create consumer needs. Marketing is the key to the success of a business. Marketing helps reach and connect companies with potential buyers. Marketing aims to make the company stay in business. The function of marketing is to provide value to customers, satisfy, and retain customers. It will make it easier for companies to have the opportunity to know, identify, and determine market segments precisely and accurately. Information about consumers and their behavior is needed at every stage of the process of designing a marketing strategy. Apart from marketing, an understanding of consumer behavior is important. Namely the company’s ability to understand perceptions and be persuasive (Makarewicz, 2013)
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