Abstract
This paper aims to analyze: (1) consumers’ perception and buying intention toward organic vegetables in Mataram City; (2) effects of perception toward consumers’ buying intention on organic vegetables; (3) consumers’ barriers and challenges in consuming organic vegetables; (4) effects of demographic factors on consumer’s perception toward organic vegetables. This paper uses descriptive method where research sample area was determined with non-probability technique and 50 respondents was chosen with accidental sampling technique. Research data analyzed in this paper was collected by using 5-points likert scale questionnaire. This paper finds: (1) both perception and buying intention toward organic vegetables are categorized moderate or medium; (2) the only perception attribute who significantly affecting buying intention is price attribute; (3) the main barrier for consumers to consume organic vegetables is the availability of the product; (4) none of demographic factors that is analyzed in this paper significantly affecting consumers’ perception toward organic vegetables.
 Keywords: Perception, Buying intention, organic vegetables, likert scale.
Highlights
This paper aims to analyze: (1) consumers’ perception and buying intention toward organic vegetables in Mataram City; (2) effects of perception toward consumers’ buying intention on organic vegetables; (3) consumers’ barriers and challenges in consuming organic vegetables; (4) effects of demographic factors on consumer’s perception toward organic vegetables
Consumers Perception and Attitudesof Organic Food Product in Eastern China
Summary
Metode yang digunakan dalam penelitian ini adalah metode deskriptif. Sedangkan teknik Pengumpulan data yang digunakan adalah teknik wawancara yaitu proses memperoleh keterangan untuk tujuan penelitian dengan cara Tanya jawab, melalui bertatap muka antara peneliti dengan responden menggunakan kuisioner. Penelitian ini dilakukan pada konsumen sayur di Kota Mataram yang berbelanja di swalayan modern Hypermart Epicentrum Mall Mataram pada tanggal 29 Januari 2019 hingga 10 Februari 2019. Pengambilan sampel dalam penelitian ini menggunakan pendekatan non-probability sampling sedangkan penarikan sampel menggunakan teknik accidental sampling dimana peneliti memilih sampel yang kebetulan bertemu dan dapat digunakan sebagai sampel
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