PERSEPSI KONSUMEN ATAS RISIKO SAYURAN ORGANIK SERTA DAMPAKNYA PADA PERILAKU PEMBELIAN

Doni Purnama Alamsyah

Abstract


Sayuran organik memiliki karakter sebagai sayuran yang mahal dan keputusan pembelian konsumen masih terbatas. Sehingga kajian terkait persepsi risiko dan keputusan pembelian menjadi tujuan dalam penelitian ini. Metode penelitian digunakan deskriptif dan verifikatif, serta melalui pendekatan Regesi Linier Sederhana pada unit observasi 200 konsumen ritel swalyan di Kota Bandung. Hasil penelitian ditemukan bahwa persepsi risiko konsumen atas sayuran organik cukup tinggi dinilai dari financial risk dan functional risk. Serta pada keputusan pembelian konsumen ditemukan tidak tinggi. Hasil lain ditemukan adanya hubungan yang negatif antara persepsi risiko dan keputusan pembelian serta memiliki pengaruh sebesar 6%. Penelitian terkait risiko sayuran organik menyempurnakan penelitian sebelumnya pada bidang non food.

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DOI: https://doi.org/10.29313/performa.v0i2.3028

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