Perilaku Konsumen dalam Keputusan Pembelian Beras Merah Organik

Organic red rice is considered healthier because it is cultivated with a farming technique that is in tune with nature to produce good quality rice. This research aims to analyze consumer attitudes of organic brown rice and analyze various factors that influence the decision making of buying organic brown rice.This research was conducted in Malang Regency with purposive sampling technique and the respondents was 60 people. The attributes used are price, taste, packaging/bulk, product brand, fluffiness and nutritional content using the multiattribute fishbein method. The results showed (1) the assessment given by consumers to the attributes of organic red rice was categorized as a positive attitude, (2) the attributes that are considered important is price, while unimportant is soft, (3) the factors that influence purchasing decisions for organic red rice are habits, location, family/friends, ease of obtaining and health benefits, where habitual, family/friends and health benefits is the most influencing factors in purchasing decisions for organic red rice.