FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN BERAS ORGANIK DI KOTA SURAKARTA

Abstract

ABSTRACT : The purpose of this research is to determine what factors are considered by consumers in the decision to purchase organic rice in the city of Surakarta. The basic method used in this research is descriptive analytic method. The method of determining the location is purposive in the city of Surakarta. Sampling with a purposive sampling method with a number of respondents 100 people. Data collection techniques by observation, Google Form questionnaire, and records. The analysis used is factor analysis using SPSS Program. The results of anti-image correlations indicate that the MSA value of each variable is above 0.5 so that the fifteen variables used can be further analyzed and none has been reduced. The results of the factor analysis show that there are six factors that consumers consider in purchasing organic rice in the city of Surakarta. The most dominant variable considered by consumers in the purchase of organic rice in Surakarta city based on the highest loading factor value is the location variable.
Keywords: Organic Rice, Consumption, Decision Making, Marketing Mix, Factor Analysis.