| dc.contributor.advisor | Rostwentivaivi, Vela | |
| dc.contributor.author | Br Tarigan, Elfira Erlikasna | |
| dc.date.accessioned | 2025-07-29T08:22:36Z | |
| dc.date.available | 2025-07-29T08:22:36Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/166123 | |
| dc.description.abstract | Forever Green Hydroponic Farm adalah perusahaan yang bergerak dibidang produksi sayuran hidroponik di wilayah Jabodetabek. Perusahaan menghadapi tantangan berupa ketidaksesuaian antara hasil panen yang tersedia dengan jumlah produk yang terserap pasar. Tujuan penelitian ini untuk menganalisis preferensi konsumen dan proses keputusan pembelian terhadap produk sayuran hidroponik Forever Green Hydroponic Farm. Metode yang digunakan adalah analisis deskriptif dan analisis konjoin dengan jumlah responden sebanyak 100 responden yang dipilih secara non-probability sampling menggunakan teknik purposive sampling. Hasil analisis konjoin menunjukkan bahwa atribut daun memiliki tingkat kepentingan tertinggi dalam preferensi konsumen. Proses keputusan pembelian konsumen dimulai dari pengenalan kebutuhan hingga perilaku pasca pembelian. Selain itu, penerapan SOP panen dan pengiriman memberikan dampak positif terhadap peningkatan hasil penjualan dan pengurangan selisih yang dapat dilihat dari peningkatan nilai R/C ratio dari 1,57 menjadi 1,74. | |
| dc.description.abstract | Forever Green Hydroponic Farm is a company engaged in the production of hydroponic vegetables in Jabodetabek area. The company faced a challenge in the form of a mismatch between the available harvest and the number of products absorbed by the market. This study aimed to analyze consumer preference and the purchase decision-making process regarding Forever Green’s hydroponic vegetable products. The method used is descriptive analysis and conjoint analysis, with 100 respondents selected through non-probability sampling using the purposive sampling technique. The results of the conjoint analysis showed that the leaf attribute had the highest importance level in consumer preference. The consumer decision-making process started from need recognition and continued to post-purchase behavior. In addition, the implementation of harvest and delivery SOP had a positive impact on increasing sales and reducing the distribution gap, as reflected by the increase in the R/C ratio from 1,57 to 1,74. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Preferensi Konsumen dalam Keputusan Pembelian Sayuran Hidroponik pada Forever Green Hydroponic Farm | id |
| dc.title.alternative | Consumer Preferences in the Purchase Decision of Hydroponic Vegetables at Forever Green Hydroponic Farm | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | hidroponik | id |
| dc.subject.keyword | Keputusan pembelian | id |
| dc.subject.keyword | konjoin | id |
| dc.subject.keyword | Preferensi | id |
| dc.subject.keyword | Conjoint | id |
| dc.subject.keyword | hydroponic | id |
| dc.subject.keyword | preference | id |
| dc.subject.keyword | purchase decision | id |
