Analisis Preferensi Konsumen terhadap Sayuran Organik di Brastagi Supermarket Kota Medan (Studi Kasus: Brastagi Supermarket Medan)

Abstract

Increasing public awareness of a healthy lifestyle influences the tendency of Medan City consumers to consume organic vegetables. Supermarkets is one of the outlets that provide organic vegetables a expected to be able to provide quality products using the appropriate attributes. This study aims to analyze consumer preferences for two organic vegetable commodities, namely Mustard Greens and long beans. The criteria used in this study were 5 and 11 sub-criteria, for packaging appearance criteria (plastic, styrofoam, and cardboard), labeling (certified and uncertified), color (fresh and wilted), and quantity (small and large), brand (has a well-known brand and has additional information). The method used is Process Hierarchy Analysis (AHP) method using Expert Choice Software and Microsoft Excel. The results of the analysis show that consumers buy Chinese cabbage/pets at Brastagi Supermarket Medan prefer labeling on vegetables compared to the appearance of the packaging, color, quantity, and brand. Consumers who buy long beans tend to prefer labeling on vegetables compared to the appearance of the packaging, color, quantity, and brand.