PERSEPSI KONSUMEN TERHADAP SAYURAN ORGANIK DAN PENGARUHNYA TERHADAP MINAT BELI DI KOTA MATARAM

Abstract

This paper aims to analyze: (1) consumers’ perception and buying intention toward organic vegetables in Mataram City; (2) effects of perception toward consumers’ buying intention on organic vegetables; (3) consumers’ barriers and challenges in consuming organic vegetables; (4) effects of demographic factors on consumer’s perception toward organic vegetables. This paper uses descriptive method where research sample area was determined with non-probability technique and 50 respondents was chosen with accidental sampling technique. Research data analyzed in this paper was collected by using 5-points likert scale questionnaire. This paper finds: (1) both perception and buying intention toward organic vegetables are categorized moderate or medium; (2) the only perception attribute who significantly affecting buying intention is price attribute; (3) the main barrier for consumers to consume organic vegetables is the availability of the product; (4) none of demographic factors that is analyzed in this paper significantly affecting consumers’ perception toward organic vegetables. Keywords: Perception, Buying intention, organic vegetables, likert scale.