ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DALAM MEMBELI SAYURAN ORGANIK DI SUPERMARKET KOTA PALEMBANG

ALVIANTI, NATASYA and Sriati, Sriati (2024) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DALAM MEMBELI SAYURAN ORGANIK DI SUPERMARKET KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of this research are (1) to analyze consumer priorities regarding the attributes that consumers most consider when buying organic vegetables at the Palembang City Supermarket, (2) to analyze what factors influence consumer satisfaction in buying organic vegetables at the Palembang City Supermarket. Organic vegetables are vegetables that are cultivated organically without using pesticides or other chemicals. The research method used is the survey and interview method with the help of a questionnaire, the sampling method is the Accidental Sampling method. This research was conducted from December 2023 to January 2024 with a sample size of 35 respondents. The data collected is primary data and secondary data. Data processing was carried out using quantitative descriptive methods using Excel for order of interest analysis as well as primary data processing and using SPSS for multinomial logistic regression analysis. Based on the research results, it is known that the attribute of organic vegetables that is the main priority for organic vegetable consumers is physical perfection. Meanwhile, the length of freshness of vegetables, the price of organic vegetables, the packaging used by organic vegetables and the color of vegetables are next in order, which means they are not too important. Factors that have a significant influence on consumer satisfaction in buying organic vegetables at Palembang City Supermarkets are quality factors and service factors, while price factors do not have a significant influence. Keywords: consumer satsfaction factors, organic vegetable attribute, organic vegetables

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Atribut Sayuran Organik, Faktor Kepuasan Konsumen, Sayuran Organik
Subjects:	S Agriculture > S Agriculture (General) > S605.5 Organic farming. Organiculture
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Natasya Alvianti
Date Deposited:	27 Mar 2024 03:14
Last Modified:	27 Mar 2024 03:14
URI:	http://repository.unsri.ac.id/id/eprint/142810

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