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PREFERENSI KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK DI KOTA MUARADUA (Studi Kasus: Pasar Tradisional Saka Selabung Kota Muaradua)

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The purposes of this study were: (1) to analyze consumer preferences for purchasing dicisions and the attributes most considered by consumers in purchasing decisions for organic vegetables at Saka Selabung Market Muaradua City; (2) to analyze the organic vegetable marketing mix that affects consumer purchasing decisions at Saka Selabung Market, Muaradua City. Preference theory is used to analyze the level of consumer satisfaction. Organic vegetables are types of vegetables that are produced from organic agricultural cultivation without the use of pesticides or other chemical substances. The method used in this research was a survey with accidental sampling method. This research was carried out in April 2022 until it was completed with a total sample of 100 respondents. The data collected ware primary data and secondary data. The data processing method used was chi-square analysis with validity and reliability tests and Guttman scale scoring. Consumer preferences for organic vegetable purchasing decisions ware experiencing differences in preferences. The order of importance of the attributes of organic vegetables that were most considered were the length of freshness of vegetables, price, color of vegetables, and physical perfection. The marketing mix that was closest to influencing consumer purchasing decisions for organic vegetables was the type of organic vegetables, prices according to quality, easily accessible places, and discounted purchase prices.

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Inventory Code Barcode Call Number Location Status
2207004770T82981T829812022Central Library (Referens)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T829812022
Publisher
Inderalaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Siwijaya.,
Collation
xiv, 60 hlm.; ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
630.07
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
USAHA TANI
Prodi Agribisnis
Specific Detail Info
-
Statement of Responsibility
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