Analisis Sikap Konsumen Pasar Swalayan terhadap Sayuran Organik

Abstract

Consumer attitudes regarding trust and behavior are factors that shape consumer attitudes. The method of analysis of this research is a model of multi-attribute Fishbein. These attributes include quality, freshness, cleanliness, durability, and price. The results show: the most important attribute by the respondent is the quality attribute than attribute price. The result of regression analysis shows that the value of adjusted R2 is 0,409, it shows the contribution of age, education,income toward consumer attitudes together 5%. Then with Test F, yields a Fcount of 20,616 and a significance level of 0.000 is much smaller than the level of significance used is 0.05. Based on these results (Ho) rejected, meaning there is a significant influence between independent variables on the dependent variable together.