ANALISIS FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM PEMBELIAN SAYURAN ORGANIK DI KOTA SURAKARTA

Abstract

Abstract: This research aims to find out what factors are considered consumers in purchasing organic vegetables and to find out what variables are most dominant consumer consideration in purchasing organic vegetables in the city of Surakarta. The basic method of this research is a descriptive analysis. The method of determining the location of the research done by the method of purposive sampling and method of determination of sample i.e. the sampling with the amount of judgement 60 respondents. The data used are the primary and secondary data. Data analysis tools used are factor analysis using SPSS Program 16. Data analysis using 11 variables included in the marketing mix. Factor analysis results showed 11 of the variables analyzed can be simplified into 7 variables included in the 3 factors. These three factors, namely, a product which is composed of organic vegetable hygiene variable, discounted rates and availability of organic vegetable. The price factor is composed of organic vegetable prices and variable access to sales, and distribution which consists of organic vegetable freshness and variable layout of sales location. The most dominant variables considered consumers in purchasing organic vegetables in Surakarta is variable with a value price factor loading of 0.831.

Keywords: Factor Analysis, Purchasing Decision, Consumers, Organic Vegetables.