Analisis faktor dan proses pengambilan keputusan pembelian beras organik serta analisis pendapatan dan risiko produksi padi organik

Abstract

ABSTRACT In Indonesia, organic rice has been produced in limited quantities. Organic rice is not yet familiar, limited to certain circles as well as its marketing. Due to this condition, it is necessary to conduct study on factors that influence consumers to consume organic rice, income level of producer and organic rice farm risks to describe the potential for the future development of organic rice products. The research is aimed to : 1) analyze factors that influence the consumption of organic rice through factor analysis approach, 2) analyze buying decision process of organic rice, 3) analyze the impact of organic farming on productivity, farm income, labor utilization, and production efficiency, 4) Identify the sources of risk in the organic rice farming, and 5) Calculate the risk of organic rice production. Variables that affect the consumers in consuming organic rice are ages, education, healthy lifestyles, having baby, health benefits, nutrition content, the received benefits/disadvantages, the influence of friends/acquaintances, price, and information reflected in the purchase decision process of organic rice. In fact, organic rice farming can not be considered to be pure organic. Farmers have changed farming activities by reducing the use of inorganic fertilizers and more use of organic pesticides to control pest and disease, so it is more directed to healthy rice farming. Healthy rice farming can obtain efficient condition therefore can provide positive benefits, but the benefits have not been optimal due to production risk faced by farmers from production process and external factors.