The Analysis of Consumers’ Product Knowledge and Marketing Strategies for Organic and Hydroponic Vegetables: A Case Study of “Say, Yours-From Farm to Table Concept”

Abstract

This study attempts to examine how consumer product knowledge and marketing strategies of organic and hydroponic vegetables influence consumer purchasing intentions. The research subjects are consumers of Say.Yours who have purchased their products at least three times. A total of 15 consumers who were voluntarily willing to be the informants were selected as respondents. The data analysis technique was carried out by interpreting the meaning of important statements obtained through in-depth interviews with informants and processing the data using Nvivo 12. The results of the study showed that an understanding of product knowledge has an important role in consumer purchasing decisions as well as several aspects, such as buying experience, product quality, and others. Awareness of a healthy lifestyle is the most important point in consumers’ understanding of buying organic and hydroponic vegetables compared to conventional products. Through various content on social media, it becomes an effective marketing strategy to foster product knowledge and understanding that leads to consumer purchasing decisions.