Analisis Faktor-Faktor yang Berkaitan dengan Kepuasan Konsumen dalam Membeli Sayur Segar Hidroponik (Kasus : Syifa Hidroponik Medan, Sumatera Utara)

Abstract

The objectives of this research are: (1) To analyze the factors related to consumer satisfaction in purchasing hydroponic vegetables at Syifa Hidroponik. (2) To analyze the characteristics of hydroponic vegetable consumers at Syifa Hidroponik. The determination of the Syifa Hydroponics UMKM as the research location was carried out purposively. The sampling method used accidental sampling, with 30 samples. The data analysis method used is the Spearman Rank Correlation Analysis Method. The research results show that: (1) The consumer satisfaction factors that are significantly correlated in this research are product quality and price variables with the strength of the correlation being medium and low. (2) The majority of consumers at Syifa Hydroponics are women with an average age of 26-35 years and the latest education level is S1/S2/S3 with a monthly income of > IDR 3,500,000 and work as entrepreneurs.