Minat Beli Konsumen Terhadap Sayuran Organik Pada Pasar Tradisional Ditinjau Dari Persepsi Harga Dan Sikap Konsumen (Studi Pada Pasar Sambas Medan)

Cut Ermiati, Dita Amanah, Selly Utami, Dedy Ansari Harahap

Abstract


Penelitian ini bertujuan untuk menganalisis persepsi harga dan sikap konsumen terhadap minat konsumen membeli sayuran organik. Sampel penelitian ini adalah konsumen Pasar Sambas Medan yang membeli sayuran organik dengan jumlah 100 responden yang dipilih dengan teknik sampel bertujuan (purposive sampling). Teknik pengumpulan data menggunakan angket dengan analisis regresi linier berganda sebagai teknik analisis data. SPSS 22.00 digunakan sebagai alat bantu pengolahan data. Hasil penelitian menunjukkan bahwa persepsi harga dan sikap konsumen secara parsial dan simultan memiliki pengaruh positif terhadap minat beli konsumen sayuran organik. Hasil R square sebesar 0,217 menunjukkan arti bahwa 21,7% minat beli konsumen dijelaskan oleh persepsi konsumen terhadap harga dan sikapnya. Sisanya 7,3% dijelaskan oleh variabel lain di luar penelitian ini. Beberapa keterbatasan dan saran untuk penelitian selanjutnya dibahas dalam artikel ini.


Keywords


Persepsi Harga; Sikap Konsumen; Minat Beli

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References


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DOI: http://dx.doi.org/10.35448/jte.v16i2.10324

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