Preferensi Konsumen Terhadap Pembelian Sayuran Organik Di Kota Surakarta Pada Masa Pandemi Covid-19

Paspalum: Jurnal Ilmiah Pertanian Pub Date : 2022-09-30 DOI:10.35138/paspalum.v10i2.463

Mayang Angling Arum Sari, Ernoiz Antriyandarti, Refa'ul Khairiyakh

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Abstract

The Covid-19 pandemic has led to increased public awareness to change their lifestyle to be healthier. As a result, people are becoming more selective in consuming vegetables, so they choose to consume organic vegetables, which are considered safer. The purpose of this study is to examine the effect of variables such as age, income, education level, the number of family members who have been infected with Covid-19, and close people who have been infected with Covid-19, which affect the purchase of organic vegetables, consumer preferences for the attributes of organic vegetables and the most important attributes for consumers. In deciding to buy organic vegetables in Surakarta City during the Covid-19 pandemic. The basic method is descriptive. The sample was determined by accidental sampling, and the city of Surakarta was deliberately chosen as the research location. The sampling technique used is accidental sampling. The data analysis method used is the method of multiple linear regression analysis, Chi-Square, and fishbein multi-attribute analysis methods. The results showed that the independent variables significantly affected the dependent variable together. Income variables, the number of family members infected with Covid-19, and the closest people infected with Covid-19 have a significant effect on purchasing organic vegetables in Surakarta City during the Covid-19 pandemic. Attributes of organic vegetables that have become consumer preferences during the covid-19 pandemic are good physical perfection where broad leaves do not have holes; freshness level is very fresh (<1 day), bright light green color, plastic packaging with the organic label, low price (

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在科维-19大流行期间，日惹市对有机蔬菜的消费者偏好

2019冠状病毒病大流行提高了公众改变生活方式、变得更健康的意识。因此，人们在食用蔬菜时变得更加挑剔，所以他们选择食用被认为更安全的有机蔬菜。本研究的目的是检验年龄、收入、受教育程度、家庭成员感染Covid-19的人数、亲密的人感染Covid-19等变量对有机蔬菜的购买、消费者对有机蔬菜属性的偏好以及消费者最看重的属性的影响。在Covid-19大流行期间决定在苏拉arta市购买有机蔬菜。基本方法是描述性的。样本是通过偶然抽样确定的，并故意选择泗水市作为研究地点。使用的抽样技术是偶然抽样。使用的数据分析方法是多元线性回归分析法、卡方分析法和菲什拜因多属性分析法。结果表明，自变量对因变量的共同影响显著。在2019冠状病毒病大流行期间，收入变量、感染Covid-19的家庭成员人数以及最亲近的感染Covid-19的人对泗水市有机蔬菜的购买产生了重大影响。新型冠状病毒感染症(covid-19)大流行期间成为消费者偏好的有机蔬菜的特点是:叶子宽，没有洞，外形完美;新鲜度等级为非常新鲜(<1天)，色泽鲜亮浅绿色，塑料包装带有有机标签，价格低廉(

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Paspalum: Jurnal Ilmiah Pertanian

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