Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Vol 5, No 2 (2019): Juli 2019

PREFERENSI LABEL, DAN PERSEPSI KEMUDAHAN MEMPEROLEH PRODUK TERHADAP KEPUTUSAN PEMBELIAN SAYURAN ORGANIK

Euis Dasipah (Faperta Universitas Winaya Mukti)
Dety Sukmawati (Faperta Universitas Winaya Mukti)
Rahmah Sofiatin (Faperta Universitas Winaya Mukti)

Article Info

Publish Date
01 Aug 2019

Abstract

This study aims to determine the effect of label preference on purchasing decisions, the influence of perceived ease of obtaining organic vegetables on purchasing decisions and the influence of label preferences and perceived ease of obtaining organic vegetables on purchasing decisions.The results of the study showed that the perception of ease of obtaining products had a positive and significant effect on purchasing decisions with a total influence of 23,6%. The direct effect of the perception of the ease of obtaining a product for a purchasing decision is 17%, This means that the more easily consumers get organic vegetables, the decision of consumers to buy organic vegetable products is higher

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Journal Info
Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Website

Abbrev

mimbaragribisnis

Publisher

Universitas Galuh

Subject

Agriculture, Biological Sciences & Forestry

Description

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis adalah jurnal ilmiah yang menerbitkan hasil-hasil penelitian sosial ekonomi pertanian. Jurnal ini bertujuan untuk memperluas dan menciptakan inovasi dalam konsep, teori, paradigma, perspektif dan metodologi dalam ilmu sosial ...