Analisis keputusan pembelian produk sayur kubis organik oleh konsumen di Kota Makassar

Andini Mughfira (Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Makassar)
Amal Said (Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Makassar)
Sulfiana Sulfiana (Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Makassar)
Helda Ibrahim (Program Studi Agribisnis, Fakultas Pertanian, Universitas Islam Makassar)

Journal of Agribusiness Science and Rural Development
Vol. 5 No. 2 (2026): JASRD

This study aims to analyze the factors influencing consumers’ purchasing decisions of organic cabbage in three modern markets in Makassar City, namely Gelael Supermarket, Hero Supermarket, and Indomaret Fresh. The research employed a quantitative approach with incidental sampling techniques involving 90 respondents. Data were analyzed using descriptive statistics and multiple linear regression. The results show that lifestyle, education, product quality, and price perception significantly affect purchasing decisions. Among these, product quality and price are the dominant determinants of consumer decisions. These findings suggest that marketing strategies for organic vegetables should emphasize quality and price affordability.