KARAKTERISTIK KONSUMEN YANG MEMBELI BERAS HITAM ORGANIK SECARA ONLINE MELALUI SOCIAL COMMERCE DAN YANG MENGONSUMSINYA SERTA KEPUASANNYA

Abstrak Masyarakat sering menganggap beras hitam sebagai ketan hitam sehingga kurang diminati sebagai pangan sehat. Pesatnya peningkatan pengguna media sosial menyebabkan perdagangan beras hitam organik dilakukan secara online melalui social commerce. Tujuan penelitian adalah 1). mendeskripsikan karakteristik konsumen yang membeli beras hitam organik secara online melalui s-commerce dan yang mengonsumsinya serta 2). menganalisis kepuasan konsumen terhadap atributnya. Design penelitian adalah kuantitatif. Sampel berukuran 59 ditarik menggunakan teknik stratified random sampling dan convenience sampling. Data primer dianalisis dengan menggunakan cross tab, Importance Performance Analysis serta Consumer’s Satisfaction Index. Hasil penelitian menunjukkan pada umumnya konsumen beras hitam organik yang membeli secara online melalui s-commerce adalah responden sendiri, wanita, sudah menikah, remaja akhir, berpendidikan sarjana, kepala keluarganya bekerja sebagai PNS atau wiraswasta dan berasal dari kalangan menengah ke atas. Dari 12 atribut, 4 atribut menjadi prioritas utama dalam perbaikan yaitu derajat hitamnya warna beras, daya tahan beras, tercantumnya logo organik dan tanggal kadaluarsa. Konsumen merasa cukup puas terhadap keduabelas atribut beras hitam organik.Kata kunci: beras hitam organik, atribut produk, kepuasan terhadap atribut, pembelian secara online melalui social commerceAbstractPeople often think of black rice as black sticky rice, so it is less desirable as a healthy food. The rapid increase in social media users causes organic black rice trading to be carried out online via social commerce. The research was performed to 1). describe the characteristics of consumers who buy organic black rice online via s-commerce and who consume it and 2). analyze consumer satisfaction with its attributes. The research design was quantitative. The sample size 59 was drawn using stratified random sampling and convenience sampling. The data used primary data which was analyzed using cross tab, Importance Performance Analysis and Consumer's Satisfaction Index. The results show that in general, consumers of organic black rice who buy online via s-commerce were the respondents themselves, women, married, late teens, graduated with a bachelor's degree, the head of his family works as a civil servant or entrepreneur and comes from the upper middle class. Of the 12 attributes, there are 4 attributes that are the main priority for improvement, namely the degree of blackness of the color of the rice, the durability of the rice, organic logo is printed and expiration date are printed. Consumers were quite satisfied with the twelve attributes of organic black rice.Keywords: organic black rice, product attributes, satisfaction with attributes, online purchases via social commerce