Proses Keputusan Pembelian Sayuran Hidroponik di Hidroponik Jember

Abstract

The difficulty in marketing hydroponic vegetables in Jember Hydroponics is due to price differences which result in the positioning of hydroponic vegetables in the upper middle class. This study was conducted to determine the characteristics of consumers and how the purchasing decision process occurs so that hydroponic farmers will more easily determine the right marketing strategy. This research uses a survey method with sampling techniques using non probability techniques, with sampling using a purposive sampling approach. This research requires a qualitative method approach. Analysis of the stages of the consumer purchasing decision-making process is used to determine consumer behavior in purchasing hydroponic vegetables The stages in purchasing decisions consist of recognition of needs or problems, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior