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All Journal Agricultural Socio-Economic Empowerment and Agribusiness Journal
Desi Listyawati
Universitas Veteran Bangun Nusantara, Sukoharjo, Indonesia
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Faktor yang Mempengaruhi Keputusan Pembelian Sayuran di Agrowisata Barro Tani Manunggal Desa Kepatihan Kecamatan Selogiri Kabupaten Wonogiri Desi Listyawati; Rosita Dewati; Yoesti Silvana Arianti; Agung Setyarini
Agricultural Socio-Economic Empowerment and Agribusiness Journal Vol 2, No 1 (2023): June
Publisher : Program Studi Magister Agribisnis, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/agrisema.v2i1.73929

Abstract

Vegetables are one of the most important food sources in supporting a healthy body. The alternative to buy vegetabes is in agrotourism. Barro Tani Manunggal Agrotourism is one of tourism places that provides or sells vegetable commodities. In maintaining agrotourism, it is necessary to know consumer preferences for vegetable products. This study aimed to determine the characteristics of vegetable consumers and the influence factors of consumer preferences for vegetable purchasing decisions at Barro Tani Manunggal Agrotourism. The sampling technique used purposive sampling method. The number of respondents was 56 respondents with the criteria of more than one time bought vegetables in Barro Tani Manunggal Agrotourism. The data analysis methods are t-test, F-test, and coefficient determination. The results show that the average respondent who shopped for vegetable is in aged 15-64 years, most of whom have high schoo or equivalent education. Most of the respondents are entrepreneurs, and the average income of respondents in this study is IDR 2.000.001-3.000.000. The variables of service speed and product availability have a positive and significant effect on purchasing decisions for vegetables in Barro Tani Manunggal Agrotourism. The freshness variable has a negative and significant effect. While the variables of pricing, product quality, location, and convenience do not have a significant effect on vegetable purchasing decisions.
Co-Authors Agung Setyarini Rosita Dewati, Rosita Yoesti Silvana Arianti