Preferensi Konsumen terhadap Keputusan Pembelian Sayuran Organik pada CV Tani Organik Merapi

Abstract

Penelitian ini bertujuan menganalisis preferensi konsumen terhadap atribut produk sayuran organik dan dampaknya terhadap keputusan pembelian serta pendapatan CV Tani Organik Merapi. Penelitian dilaksanakan di Sleman, Yogyakarta dengan melibatkan 60 responden menggunakan metode accidental sampling. Data dianalisis secara deskriptif, chi-square, multiatribut fishbein, dan anggaran parsial. Hasil penelitian menunjukkan bahwa atribut kesempurnaan fisik daun menjadi pertimbangan utama konsumen, diikuti oleh kesegaran, warna, kemasan, ukuran, dan harga. Strategi bundling produk dan peningkatan sortasi menghasilkan peningkatan total penerimaan dari Rp17.046.000 menjadi Rp21.731.500. Berdasarkan analisis anggaran parsial, total kerugian sebesar Rp20.159.963 dan total keuntungan sebesar Rp35.713.350 menghasilkan keuntungan tambahan sebesar Rp15.553.350. Hasil ini menunjukkan bahwa pengembangan usaha memberikan dampak positif secara finansial bagi perusahaan.

This study aims to analyze consumer preferences for organic vegetable product attributes and their impact on purchasing decisions and income of CV Tani Organik Merapi. The research was conducted in Sleman, Yogyakarta involving 60 respondents using the accidental sampling method. Data were analyzed descriptively, chi-square, fishbein's multiattribute, and partial budget. The results showed that the attribute of physical perfection of leaves was the main consideration for consumers, followed by freshness, color, packaging, size, and price. The product bundling strategy and improved sorting resulted in an increase in total revenue from Rp17,046,000 to Rp21,731,500. Based on partial budget analysis, the total loss of Rp20,159,963 and total profit of Rp35,713,350 resulted in an additional profit of Rp15,553,350. These results indicate that business development has a positive financial impact on the company.