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All Journal Jurnal Penelitian Pertanian Terapan Jurnal Agroekoteknologi dan Agribisnis
Laila Husin
Universitas Sriwijaya
Agriculture, Biological Sciences & Forestry

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Pergeseran Faktor Psikologi Penentu Keputusan Pembelian (Studi Kasus Sayuran Organik Di Pasar Modern Kota Palembang): Dessy Adriani; Yandri Ridho Pratama; Laila Husin
Jurnal Penelitian Pertanian Terapan Vol 21 No 2 (2021)
Publisher : Politeknik Negeri Lampung.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25181/jppt.v21i2.2081

Abstract

Abstract Increased awareness of the importance of health is also thought to have an impact on the consumption behavior of organic vegetables. So far, more research on purchasing decisions has been analyzed with consideration of microeconomic theory. Along with the development of information and knowledge, purchasing decisions are thought not only to be economic decisions but also to psychological considerations, especially the determinant factors. This research was carried out in the modern market of Palembang city. The research method was a survey method and the sampling method was an accidental sampling technique. Data analysis using Factorial Multivariate Analysis. The results of the analysis show psychological factors that influence purchasing decisions in terms of the importance level are (1) Perception, (2) Learning, (3) Attitudes, and (4) consistency. The analysis results differ with the level of theoretical importance. The level of importance based on the analysis are (1) motivation, (2) perception, (3) learning, and (4) attitude. The results of this study indicate that motivation is no longer a psychological factor in purchasing decisions, and there is a shift in factors where perception is the first and most important determining factor.
Analisis Faktor Pribadi Konsumen sebagai Pengaruh Perilaku Belanja Daring Produk Sayur Organik melalui Platform Digital Marketing : Personal Factor Analysis as an Influence on Online Shopping Behavior of Vegetable Product Through Digital Mark Windi Lestari; Laila Husin; Dwi Wulan Sari
Jurnal Agroekoteknologi dan Agribisnis Vol. 8 No. 1 (2024): Jurnal Agroekoteknologi dan Agribisnis
Publisher : Politeknik Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51852/jaa.v8i1.689

Abstract

This research aims to analyze the influence of consumer personal factors which include gender, age, education, finances, and employment on buying interest and factual purchases of organic vegetables as well as analyzing the organic vegetable market segment by examining the characteristics of consumers who buy organic vegetables online in Palembang to become as a recommendation for marketing strategies for organic vegetables. The subjects were consumers who bought organic vegetables online at 20 shops that provided online purchases which was 200 respondents in total. The analytical method is K-Means Cluster analysis with the help of the SPPS 27 program and PLS 3.2 Structural Equation Modeling (SEM) analysis. The results show that there is a significant or positive influence of age, education, financial and employment factors on personal factors, and overall personal factors have a significant influence on purchase intention and factual purchases. The consumer market segmentation for organic vegetable products is consumers in productive age, 21 to 60 years old, highly educated, and work as private employees, entrepreneurs, and civil servants and from Palembangese, Javanese, Sundanese, and Malay origins, having a total income of IDR. 2–5 million in range. Moreover, this research is expected to be applied by online organic vegetable sellers to reach bigger market especially to those located in Palembang.
Co-Authors Dessy Adriani Dessy Adriani Dwi Wulan Sari Windi Lestari Yandri Ridho Pratama