Analisis Faktor-Faktor yang Mempengaruhi Resistensi Pembelian Pangan Organik dan Proses Market Education

Abstract

Indonesian market share at organic food only 0.5-2 percent from all agricultural products. There are problems in organic food marketing in Indonesia such as consumer confidence and limited information about organics food. This research aimed to analyze correlation of gender, occupation, age and education in intention to purchase organic foods, identify factors influencing purchase resistance of organic foods, and the market education process. This research was carried out at IPB Dramaga and involved 150 respondents. Data was collected using questionnaire survey. The result showed that gender, job, age and education not correlate with purchase intention of organic foods. Result from Structural Equation Modeling (SEM) showed that factors caused purchase resistance was negative attitude toward organic foods, unaffordability of organic foods, and lack of awareness in organic foods but subjective norm don’t have significant correlation with purchase intention. Market education process that can do is educated about health benefits of organic food, organics certification and economics value.