Analisis Sikap Dan Proses Pengambilan Keputusan Oleh Konsumen Sayuran Organik Di Kota Medan

Irada Sinta
2021 Jurnal Manajemen dan Bisnis Equilibrium  
Abstrak: Tujuan penelitian ini adalah untuk mengetahui proses pengambilan keputusan pembelian sayuran organik serta sikap konsumen terhadap sayuran organik di swalayan Berastagi Kota Medan. Penelitian ini menggunakan metode survei. Pemilihan responden ditentukan secara insidental sampling dengan jumlah responden sebanyak 30 orang. Analisis deskriptif digunakan untuk mengidentifikasi karakteristik konsumen dan mengkaji proses keputusan pembelian pada sayuran organik, dan analisis sikap
more » ... sis sikap multiatribut Fishbein digunakan untuk mengidentifikasi atribut dominan pada sayuran organik. Hasil analisis Fishbein memperlihatkan atribut manfaat sayuran organik mendapatkan nilai tertinggi pada tingkat kepentingan maupun tingkat kepercayaan bagi konsumen sayuran organik. Sikap konsumen secara keseluruhan memperlihatkan hasil 95,52 nilai ini terletak pada rentang kategori biasa saja. Hal ini dikarenakan manfaat sayuran organik sangat baik bagi kesehatan, namun harga untuk memperolehnya masih dirasakan sangat mahal. Berdasarkan hasil penelitian, adapun saran yang dapat diberikan adalah : (1) Pihak produsen, pemasar, serta pemerintah dapat memfokuskan peningkatan kualitas sayuran organik yang memiliki manfaat yang sangat dipertimbangkan oleh konsumen. (2) Penentuan harga yang sesuai bagi produsen maupun konsumen. (3) Peneliti selanjutnya dapat memperdalam penelitian dengan melakukan penelitian mengenai WTP (willingness to pay) terhadap sayuran organik. Kata Kunci: pengambilan keputusan, sayuran organik, sikap konsumen. Abstract: This research aims to obtain the decision-making process in purchasing organic vegetables and consumer attitude on the organic vegetables in Berastagi Supermarket, Medan City. This research used a survey method. The respondent selection was determined by incidental sampling with the number of respondents of 30 people. The descriptive analysis was used to identify consumer characteristics and to review the decision-making process on the organic vegetables and multi-attribute attitude analysis of Fishbein which was used to identify dominant attributes on the organic vegetables. The results of Fishbein analysis showed that the attribute of organic vegetable benefit got the highest score on the level of interest and trust of the organic vegetable consumers. Overall consumer attitude showed that the result was 95.52 where this value was in the range of the normal category. This was because the benefit of organic vegetables was excellent for health, but its price on getting it was still felt to be expensive. Based on the research results, the suggestions that could be given were (1) Producers, marketers, and the government could focus on improving the quality of organic vegetables which had a well-considered benefit by the consumer. (2) Determined the appropriate prices for producers and consumers. (3) Further researchers could deepen the research by conducting research on the WTP (Willingness To Pay) for organic vegetables.
doi:10.47329/jurnal_mbe.v7i1.516 fatcat:osxvehg2ljb3verkugwubnvlhq