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All Journal PROSIDING SEMINAR NASIONAL Agroland : Jurnal Ilmu-Ilmu Pertanian SOCA: Jurnal Sosial Ekonomi Pertanian Animal Agricultural Journal Jurnal Sosial Ekonomi Pertanian Habitat Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat AGRARIS: Journal of Agribusiness and Rural Development Research Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis AGROLAND: The Agricultural Sciences Journal Jurnal Pariwisata JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Journal of Socioeconomics and Development Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Jurnal Litbang: Media Informasi Penelitian, Pengembangan dan IPTEK JURNAL AGRICA Agritech: Jurnal Fakultas Pertanian Universitas Muhammadiyah Purwokerto Agro Bali: Agricultural Journal Jurnal Bisnis Tani AGROMEDIA: Berkala Ilmiah Ilmu-ilmu Pertanian Jurnal Litbang Provinsi Jawa Tengah Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Sungkai Mediagro Agribusiness Journal Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Jurnal Pengabdian KOLABORATIF Agroland: Jurnal Ilmu-ilmu Pertanian Jurnal Agribisnis Wijaya Putra Surabaya AGRIWITAS
Roessali, Wiludjeng
Program Studi Agribisnis, Fakultas Peternakan Dan Pertanian, Universitas Diponegoro
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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Journal : JURNAL AGRICA

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Analisis Perilaku Konsumen dan Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sayur organaik Institut Pertanian Bogor di Pasaran Modern Kota Bogor Al-amro, Imroatu Haiyin; Setiadi, Agus; Roessali, Wiludjeng
JURNAL AGRICA Vol. 18 No. 1 (2025): JURNAL AGRICA
Publisher : Universitas Medan Area

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Abstract

Organic agriculture in Indonesia had significant growth in 2022, the area of organic agriculture is 261,400 Ha. One of the units of businesses that develop organic vegetables in the Bogor is a Badan Pengelola Bisnis dan Wakaf Institut Pertanian Bogor (BP Biswaf IPB). This trend in healthy lifestyle provides an opportunity for organic vegetable entrepreneurs, Although the challenges in marketing are getting tighter because of the number of competitors. Consumers are now more intelligent and  more selective before making a purchase decision is influenced by knowledge, confidence, and motivation for organic products. The study aims to analyze consumer behavior and the marketing effect on the purchase of organic vegetables at the Institut Pertanian Bogor in the modern market city of Bogor. The method of study used is a survey of data collected through questionnaires distributed to 210 responders and using a scale Likert. Data analysis is carried out using multivariate structural equation modeling (SEM) to know the relationship between the psychological factor variables composed of motivation, Perception, The marketing and marketing approaches that make up the product, Price, Location, Promotion, People, physical means and process with the purchase decision. Results of research show that motivation and perception have a positive and significant influence on purchasing decisions and Products, Location, Promotion, People, and Process also has a positive and significant influence on the decision to purchase organic vegetables. There are three variables, physical means, and prices do not affect the purchase decision. This finding provides insight for entrepreneurs in designing more effective marketing strategies to increase organic vegetable sales in the modern market.This research is expected to contribute to the development of sustainable marketing policies for organic products as well as raise public awareness of the importance of.
Co-Authors 'iin, Huurin . Darwanto administrator, administrator Afma Bella Vista Agus Setiadi Ajeng Kusuma Dewi Al-amro, Imroatu Haiyin Andhika Ayu Anggrainingrum Andhika Ayu Anggrainingrum Annisa Maulina Wardhani Arif Fauzi Ariza Fuadi Arsela, Yola Bambang M. Setiawan Bambang Mulyatno Setiawan Berlian Syahrial Firdaus Al Farizqie Bimantara, Haidar Btari Sukmastika Hemas Carolus Valesaka Wangsa Deputra Darwanto Darwanto Darwanto, . Desy Wulandari Djoko Sumarjono Dzulfriansyah, Mochammad Immam Edy Prasetyo Edy Prasetyo Eka Ferani Dewi Purwanti Ekowati, Titik Eva Maulida Ewin Rumapea Ezra, Mohammad Farah Kamila Fitriandini, Dinar Fitrin Yunita Florentina Kusmiyati Gary Yefta Herbeth Siagian Gitty Nadya Putri Gloria Matital Hasbitsaany, Muhammad Hasri Nurain Hermansyah, Dimas Hery Setiyawan I KETUT KARIYASA Iandri Dapa Mede, Abraham Ika Diah Ayu Safitri Ilham Dwipa Brahmantyo Intan Tsania Putri Ipandi Istanto Istanto Kadhung Prayoga, Kadhung Kamila Nur Imaniyah Komalawati Kustopo Budiraharjo Kustopo Budiraharjo Lam'aa, Nisrina Fauzia Lana Khusnia Shifa Lasana Farnesia Lucia Desy Sukmayanti lufita nur riza irma Maulidya Larasati Migie Handayani Mirza Andrian Syah Muhamad Rifan Ardhiansyah Muhammad Khevin Utama Muhammad Yusril Aditya Mas’ud Mukson Mukson Mukson Mukson Mukson Mukson Nun Maulida Suci Ayomi Nur Ayizah Nurfadilah, Suryani Nurfadillah, Suryani Nurul Aisyah Nugrahaeni Nurul Widya Anggraeni Oktafiani, Vika Tri Prasetyo, Dimas Adhi Pratiwi, Pusdima Rahma Pratomo, Muhammad Daffa Prayoga, Rangga Adi Priyo Sasmoko Priyo Sasmoko Purbayu Budi Santosa Purwoko, Agus Pusdima Rahma Pratiwi Raras Sekar Kinasih Rarastianevi Annisa, Rarastianevi Remaylian Nurani Remaylian Nurani Rizki Fajar Fitrianto Safitri, Ertiana Sembiring Depari, Muhammad Mukhlis Septaka T Riyadi Septi Putri Hardiyanti Setiawan, Bambang Mulyatno Siska Ardiana Siswanto Imam Santosa Siswanto Imam Santoso Siti Rohmatin Wisudawati Siwi Gayatri Sriroso Satmoko Suci Wulandari Sudiyono Marzuki Sunarso . Suryani Nurfadillah Suryani Nurfadillah Syam Lingga Wijaya Titik Ekowati Titik Ekowati Titin Mariyah Tri Winarni Agustini Veithzal Rivai Zainal Vini Anzani Vitus Dwi Yunianto Wahyu Dyah Prastiwi Wibowo, Ghina Nasywa Yanti Yosepha Rufina Br Sembiring Yola Arsela