ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSANKONSUMEN DALAM MEMBELI SAYURAN ORGANIK DI SUPERMARKET KABUPATEN SLEMAN

SUMARLININGSIH, EFI (2016) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSANKONSUMEN DALAM MEMBELI SAYURAN ORGANIK DI SUPERMARKET KABUPATEN SLEMAN. Masters thesis, UPN "Veteran" Yogyakarta.

Preview	Text 1. Cover.pdf Download (188kB) | Preview
Preview	Text 4. ABSTRAK.pdf Download (149kB) | Preview
Preview	Text 2. Lembar Pengesahan.pdf Download (1MB) | Preview
Preview	Text 3. Daftar Isi.pdf Download (91kB) | Preview
	Text 5.-Tesis-Full-awal-sampai-Akhir.pdf Restricted to Repository staff only Download (3MB)

Abstract

Tujuan penelitian ini adalah (1) Menganalisis pengaruh faktor budaya, kelas sosial,kelompok acuan, keluarga, gaya hidup, persepsi, dan sikap terhadap keputusan
konsumen dalam membeli sayuran organik dan (2) Mengidentifikasi pengetahuan konsumen terhadap sayuran organik dalam rangka keamanan pangan di Supermarket
Kabupaten Sleman. Metode penelitian yang digunakan dalam penelitian ini adalah metode survey. Penentuan lokasi penelitian dilakukan secara sengaja (purposive)
dengan pertimbangan di supermarket tersebut menjual sayuran organik merek TOM(Tani Organik Merapi) Gemilang yang sudah bersertifikat SNI 6729-2010 No. :
014/LSPO-007-IDN/0712/2013. Penelitian dilakukan di empat supermarket yang ada di Kecamatan Depok, Kabupaten Sleman yaitu Mirota Babarsari, Lion Superindo
Jalan Kaliurang, Lion Superindo Seturan dan Giant Ekspres Depok. Pengambilan responden dilakukan dengan cara Quota sampling. Sampel dalam penelitian ini
adalah konsumen yang membeli sayuran organik maupun yang tidak membeli sayuran organik di Supermarket Mirota Babarsari, Lion Superindo Jalan Kaliurang,
Lion Superindo Seturan, dan Giant Ekspres Depok sebanyak 120 (seratus dua puluh) orang, dimana masing-masing konsumen pada satu supermarket berjumlah 30 (tiga
puluh) orang. Teknik pengumpulan data menggunakan observasi, wawacara dan pencatatan. Teknik analisis yang digunakan adalah analisis regresi logistik dan
analisis deskriptif. Hasil penelitian menunjukkan bahwa: (1) Budaya, kelas sosial, keluarga, dan sikap berpengaruh terhadap keputusan konsumen dalam membeli
sayuran organik, sedangkan kelompok acuan, gaya hidup dan persepsi tidak berpengaruh terhadap keputusan konsumen dalam membeli sayuran organik (2)
Pengetahuan konsumen dalam rangka keamanan pangan sudah tinggi, baik yang membeli maupun yang tidak membeli sayuran organik.
Kata Kunci : Faktor Keputusan Pembelian, Sayuran Organik, Pengetahuan Konsumen, Keamanan Pangan


This research is intended to (1) analyze the influences of cultural factors, social
classes, reference groups, families, life style, perception as well as the consumers’
decision in buying organic vegetables and (2) identify the consumers’ knowledge
about the organic vegetables in the framework of food safety in Supermarkets. The
research applied here was a survey method. The survey location was purposively decided in four supermarkets assumed to sell organic vegetables under the trademark of TOM (Tani Organik Merapi) Gemilang which has already been certified by SNI 6729-2010 No. : 014/LSPO-007-IDN/0712/2013. The research was conducted in
four supermarkets located in Depok Sub-District, Sleman Regency, Mirota Babarsari,Lion Superindo Jalan Kaliurang, Lion Superindo Seturan and Giant Expres Depok.
The respondents were taken through Quota Sampling. The respondents in this research were the consumers both buying and not-buying the organic vegetables in
Mirota Babarsari, Lion Superindo Jalan Kaliurang, Lion Superindo Seturan, and Giant Expres Depok. There were 120 respondents from the four supermarkets
meaning that there were 30 respondents from each supermarket. The data were collected through observation, interview and notes taking. The analysis models used
in this research were Logistic Regression Analysis and descriptive analysis. The results of this research showed that (1) culture, social classes, families, and attitude
significantly influenced the consumers’ decision to buy organic vegetables meanwhilethe reference groups, perception, and life style did not significantly influence the consumers’ decision to buy organic vegetables ; (2) however, the consumers’knowledge, concerning the food safety, of either buying or not-buying organic
vegetables is quite high.
Keywords: Decision Making Factor, Organic Vegetable, Culture, Consumers’ Knowledge, Food Safety

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User:	Eko Yuli
Date Deposited:	02 May 2016 03:56
Last Modified:	04 Oct 2022 07:22
URI:	http://eprints.upnyk.ac.id/id/eprint/55

Actions (login required)

View Item