Analisis preferensi konsumen terhadap produk sayuran organik di bogor jawa barat

Chrysanthini, Bebby (2017) Analisis preferensi konsumen terhadap produk sayuran organik di bogor jawa barat. Masters thesis, Institut Pertanian Bogor.

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Abstract

This research aimed to analyze consumer preferences to organic-vegetables attributes in Fabela-Myfarm and recommend strategic implication to increase organic vegetables sales. This research use consumer preferences theory and theory of planned behaviour, Design in this research are using decriptive-quantitative approach. Sampling method used are purposive sampling to 200 samples whom have purchased organic vegetables. Independet variable on this research consist of behavioral belief (x1), subjective norm (x2), perceived behavioral control (x3) to purchase intention (y). These variable are analyzed using multiple linear regression. The results of this research shows that behavioral belief variable does not significantly affecting purchase intention. Subjective norm and perceived behavioral control variables shows significant influence to purchase intention. This research implied that Fabela-Myfarm could formulized marketing strategy to increase sales by utilizing product, price, promotion, and distribution. This strategies aimed to attract consumer to increase quantity through quality, and balance to create a better profit overtime.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Preferensi Konsumen, Organik, Regresi Linear Berganda, TPB, SPSS Consumers Preference, Multiple Linear Regression, Organic, TPB, the theory of planned Behaviour, Statistical Package for Social Sciences
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 20 Mar 2018 04:13
Last Modified: 20 Mar 2018 04:13
URI: http://repository.sb.ipb.ac.id/id/eprint/3046

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