Khamalluddin, - and Wisynu Ari Gutama, SP., MMA and Septian Maulana Purnama, SP., MP., MBA (2023) Faktor Yang Mempengaruhi Kepuasan Konsumen Dalam Membeli Wortel (Daucus Carota L.) Organik di Agrteochno Park Kebun Cangar. Sarjana thesis, Universitas Brawijaya.
Abstract
Green Consumenrism merupakan kesadaran masyarakat terkait produk yang dikonsumsi tidak memberikan dampak kerusakan pada semua sektor produksi hingga proses penanganan pasca panen. Agrotechno Park Kebun Cangar sebagai salah satu produsen sayuran organik khususnya komoditas wortel menawarkan produk yang sehat dan aman. Akan tetapi, Agrotechno Park Kebun Cangar belum mampu memenuhi ketersediaan sertifikat organik. Oleh karena itu, penulis ingin mengetahui bagaimana kepuasan konsumen wortel organik di Agrotechno Park Kebun Cangar. Penelitian ini dilakukan pada bulan Februari sampai dengan Maret 2023, dengan tujuan mengetahui Untuk mengetahui tingkat kepuasan konsumen wortel organik Agrotechno Park Kebun Cangar dan mengetahui pengaruh faktor kualitas produk, persepsi harga, kualitas pelayanan, dan kemudahan memperoleh produk secara parsial dan simultan terhadap kepuasan konsumen wortel organik di Agrotechno Park Kebun Cangar. Responden pada penelitian sebanyak 50 orang yang ditentukan melalui convenience sampling dan accidental sampling serta dianalisis menggunakan metode analisis regresi linear berganda. Berdasarkan analisis data pada penelitian, didapatkan hasil bahwa kepuasan konsumen berada pada kategori sedang terhadap pembelian wortel organik di Agrotechno Park Kebun Cangar. Terdapat pengaruh positif dan signifikan secara parsial pada variabel persepsi harga, kualitas pelayanan, dan kemudahan memperoleh produk terhadap kepuasan konsumen wortel organik di Agrotechno Park Kebun Cangar. Sedangkan variabel yang tidak berpengaruh secara signifikan adalah variabel kualitas produk. Selain itu, Variabel kualitas produk, persepsi harga, kualitas pelayanan, dan kemudahan memperoleh produk berpengaruh positif dan signifikan secara bersama-sama terhadap variabel dependen yaitu kepuasan konsumen wortel organik di Agrotechno Park Kebun Cangar.
English Abstract
Green consumerism is public awareness regarding the products consumed that do not cause damage to all production sectors to the post-harvest handling process. Agrotechno Park Cangar as one of the producers of organic vegetables, especially carrots, offers healthy and safe products. However, Agrotechno Park Cangar has not been able to fulfill the availability of organic certificates. Therefore, the author wants to know how satisfied organic carrot consumers are at Agrotechno Park Kebun Cangar. This research was conducted from February to March 2023, with the aim of knowing to find out the level of customer satisfaction of organic carrots Agrotechno Park Kebun Cangar and knowing the influence of product quality factors, price perceptions, service quality, and ease of obtaining products partially and simultaneously on carrot consumer satisfaction organic matter at Agrotechno Park Kebun Cangar. Respondents in the study were 50 people who were determined through convenience sampling and accidental sampling and were analyzed using multiple linear regression analysis methods. Based on data analysis in the study, the results obtained were that the level of consumer satisfaction was in the medium category for purchasing organic carrots at Agrotechno Park Kebun Cangar, there is a partial positive and significant influence on the variable perceived price, service quality, and ease of obtaining products on consumer satisfaction of organic carrots at Agrotechno Park Cangar. While the variable that has no significant effect is the product quality variable. In addition, the variable product quality, price perception, service quality, and ease of obtaining products have a positive and significant effect on the dependent variable, namely organic carrot customer satisfaction at Agrotechno Park Cangar.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | maria |
| Date Deposited: | 16 Jan 2024 01:35 |
| Last Modified: | 16 Jan 2024 01:35 |
| URI: | http://repository.ub.ac.id/id/eprint/210565 |
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