Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Beras Organik Produksi Kabupaten Serdang Bedagai

Abstract

Muhammad Abi Rafdi. Analysis of Consumer Behavior Towards Purchasing Decisions for Organic Rice Produced in Serdang Bedagai Regency (Under the guidance of Sri Fajar Ayu as Supervisor and R. B. Moh. Ibrahim Fatoni as Examiner Lecturer). 98% of Indonesian people consume rice. There are two types of rice circulating in the market, namely organic rice and inorganic rice. Increased public awareness about the importance of a healthy lifestyle and a sustainable environment has affected consumption patterns of food products, including rice. Despite the increase, the amount of organic rice production is still less than inorganic rice, which means that public consumption of organic rice is also still less than inorganic rice. In addition, consumer purchasing decisions for organic rice products are still influenced by various factors. Based on the theory of consumer behavior, the influences on purchasing decisions include cultural, social, personal, psychological and attributes attached to a product. The study aims to analyze the relationship between consumer behavior on purchasing decisions for organic rice produced by Serdang Bedagai Regency in terms of cultural, social, personal, and psychological aspects and analyze the attributes of organic rice that are most considered by consumers in the decision making process for purchasing organic rice in Medan City. The data used is primary data obtained from the distribution of questionnaires. The analysis model used in the research is the Spearman rank correlation test to answer the first problem identification and Fishbein's multiattribute to answer the second problem identification. The results showed that the four variables, namely cultural, social, personal, and psychological, have a significant relationship to the decision to purchase organic rice produced in Serdang Bedagai Regency and price is the attribute most considered by consumers in the process of purchasing organic rice produced in Serdang Bedagai Regency.