Analisis Faktor dan Proses Pengambilan Keputusan Pembelian Sayuran Organik di Yogya Bogor Junction

Abstract

Healthy lifestyles be sensitive issues in the food industry. People realize that the use of chemicals non-natural, in agricultural production turns out to have a negative impact on human health and the environment. A factor of health being one of the reasons why consumers, consume organic food one of them by ingestion of organic vegetables. Research aimed at analyzing characteristic of consumers, the process of a decision to buy organic vegetables and factors that affects consumers in buying vegetables organic in yogya bogor junction. A method of a base on this research using descriptive analysis and factor analysis. Based on research, in the process of a decision to buy organic vegetables consumers motivated because it has rich benefit and not have to worry about the chemical content. A source of information obtained from relation good friends and family. An attribute that considered namely freshness organic vegetables. Purchase in a planned and most consumers after consume organic vegetables in yogya bogor junction satisfied. There are five groups of factors in the purchasing decision of organic vegetables namely physical factors, environmental factor, individual background factors, the appeal of the product and external factors