ANALYSIS OF FACTORS AFFECTING CONSUMER SATISFACTION OF ORGANIC VEGETABLES UMKM SIANTAR SEHAT IN PEMATANGSIANTAR CITY

Emalia, Silalahi Clara and Budiarto, Budiarto and Yani, Permai Ni Made Suyastiri ANALYSIS OF FACTORS AFFECTING CONSUMER SATISFACTION OF ORGANIC VEGETABLES UMKM SIANTAR SEHAT IN PEMATANGSIANTAR CITY. RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences, 12 (132). pp. 150-156. ISSN 2226-1184

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Abstract

Public awareness of a healthy lifestyle is increasing which encourages people to make
changes in lifestyles by consuming foods that are produced naturally. The increase in
demand for organic vegetables is an implication of a switch in consumption patterns from
non-organic vegetables to organic vegetables. However, UMKM Siantar Sehat (SiSe) is
currently experiencing a decrease in demand because of the consumer satisfaction factor.
This study aimed to (1) examine how customer satisfaction is affected by price, service
quality, and product quality of organic vegetables UMKM Siantar Sehat (SiSe), (2) analyze
the level of consumer satisfaction of organic vegetables UMKM Siantar Sehat (SiSe),
(3) analyze indicators that are improvements to increase consumer satisfaction of organic
vegetables UMKM Siantar Sehat (SiSe). A descriptive research method was used in this
study. The method of taking the research location was chosen intentionally (purposive).
The method of taking respondents using accidental sampling of 50 respondents: (1) Multiple
linear regression analysis and (2) Importance Performance Analysis were used to analyze
the data (IPA). Based on the study's findings, it is possible to conclude: (1) Product quality,
and price affect consumer satisfaction of organic vegetables UMKM Siantar Sehat (SiSe),
(2) The level of consumer satisfaction of organic vegetables UMKM Siantar Sehat shows
that consumers are not satisfied. (3) The indicators that are improved are the physical
appearance of organic vegetables, the resistance of organic vegetables, the packaging of
organic vegetables, and the conformity of prices to the quality of organic vegetables.

Item Type:	Article
Uncontrolled Keywords:	Consumer satisfaction, price, product quality, service quality.
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User:	Nurul Alifah Rahmawati
Date Deposited:	04 Jan 2023 01:42
Last Modified:	04 Jan 2023 01:42
URI:	http://eprints.upnyk.ac.id/id/eprint/32178

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