Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen Sayuran Organik (Studi Kasus: Berastagi Supermarket dan Irian Supermarket)

Abstract

The increasing awareness of healthy lifestyles has driven a rise in the consumption of organic vegetables, which are free from synthetic chemicals. This study aims to analyze the factors influencing consumer purchasing decisions for organic vegetables using a case study of Brastagi Supermarket and Irian Supermarket. A quantitative approach was employed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. Data were collected through questionnaires distributed to 100 consumers from both supermarkets. The results indicate that price, lifestyle, income, product quality, and green product attributes significantly influence purchasing decisions, while promotion has no significant impact. The R² value of 0.745 indicates that 74.5% of the variation in purchasing decisions is explained by these variables.