Produk VCO: Green Product Awareness, Preferensi Konsumen dan Pengetahuan Produk terhadap Minat Beli (Studi Pada Provinsi Sulawesi Barat) - Erwin Erwin; A. Aiyul Ikhram (Jurnal Manajemen STIE Muhammadiyah Palopo, 2022)
AbstractIn this study focusing on the correlation of Green Product Awareness, Consumer Preference, Product Knowledge on Purchase Interest, the basis of this research is to find out the business opportunities of Virgin coconut oil (VCO) products in West Sulawesi Province. In the process of analyzing research data to be carried out using descriptive analysis methods. The results of the study are described in a descriptive manner, some dominant indicators are obtained which are interpreted based on the categories, very strong, strong, sufficient, weak and very weak. The test results are in line with the community's knowledge regarding the benefits of coconut, the location of where the community lives, which geographically the number of distribution of coconut trees is very large, and finally coconut is still considered a herbal medicine that can cure various diseases so that it can affect the mentality and attitude of people's beliefs.Â  The researcher concluded that the relationship was created because general knowledge of coconut supports interest in Virgin coconut oil (VCO) products. It only takes various ways so that the Virgin coconut oil (VCO) industrial product can be officially formed and developed in West Sulawesi.Keywords: Green Product Awareness, Consumer Preference, Product Knowledge, Purchase IntentionÂ AbstrakPada penelitian ini berfokus pada deskriptifikasi Green Product Awareness, Preferensi Konsumen, Pengetahuan Produk dalam mendukung Minat Beli, dasar penelitian ini ingin mengetahui peluang bisnis dari produk Virgin coconut oil (VCO) di Provinsi Sulawesi Barat. Dalam proses analisis data penelitian yang akan dilaksanakan menggunakan metode analisis deskriptif. Hasil penelitian diuraikan secara deskripsi, memperoleh beberapa indikator yang cukup dominan yang diinterpretasikan berdasarkan kategori, Sangat kuat, kuat, cukup, lemah dan sangat lemah. Hasil pengujian selaras dengan pengetahuan masyarakat terkait manfaat kelapa, lokasi tempat tinggal masyarakat yang jika dilihat secara geografis jumlah sebaran pohon kelapa sangat besar, dan terakhir kelapa sampai saat ini masih dianggap sebagai obat herbal yang dapat menyembuhkan berbagai penyakit sehingga dapat mempengaruhi mental dan sikap masyarakat keyakinan. peneliti menyimpulkan hubungan tercipta karena pengetahuan umum terhadap kelapa mendukung minat terhadap Produk Virgin coconut oil (VCO), hanya saja diperlukan berbagai cara agar industri produk Virgin coconut oil (VCO) dapat terbentuk secara resmi dan berkembang di Sulawesi Barat. Kata Kunci: Green Product Awareness, Preferensi Konsumen, Pengetahuan Produk, Minat Beli