CONSUMER PREFERENCES OF ORGANIC RICE AT THE TOKOPEDIA MARKETPLACE

doi:10.33005/agridevina.v11i2.3474

CONSUMER PREFERENCES OF ORGANIC RICE AT THE TOKOPEDIA MARKETPLACE

Ike Yulyanti Dewi, Syarif Imam Hidayat, Endang Yektiningsih

Abstract

Preference is subjective taste for various choices of existing product attributes. Consumer preferences need to be known so that producers can target their consumers in a more focused manner. Therefore, this study aims to analyze consumer preferences for the attributes of organic rice. This study was conducted at Tokopedia marketplace. The sampling method in this study used a non-probability sampling method, namely purposive sampling and obtained 65 respondents. The analysis used in this study is Importance and Performance Analysis (IPA). The results showed that the attributes of organic rice that had the highest importance were the cleanliness of organic rice from objects other than rice, the color of organic rice that was not too white, and the integrity of the grains of organic rice. This means that consumers preferences for organic rice in the Tokopedia marketplace are clean organic rice, organic rice colors that are not too white, and whole grains of organic rice.

DOI : https://doi.org/10.33005/agridevina.v11i2.3474

References

Andreansyah. 2019. Analisis Perilaku Konsumen Pada Keputusan Pembelian Beras Organik. Skripsi. Program Studi Agribisnis. Fakultas Pertanian. Universitas Sumatera Utara. Medan.

Kartikasari, R. D., Prasetyowati, K., Suswadi. 2019. Faktor yang Mempengaruhi Minat Konsumen Berbelanja Beras Organik di Surakarta. Jurnal Ilmiah Agrineca, Vol. 19 (2): 22-28.

Lupiyoadi, R. 2015. Manajemen Pemasaran Jasa. Edisi 2. Jakarta: Salemba Empat.

Maulana, A. S. 2016. Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan PT. TOI. Jurnal Ekonomi, Vol. 7 (2): 113-125.

Moehji, S. 2017. Dasar-Dasar Ilmu Gizi I. Jakarta: Pustaka Kemang.

Nafiah, A. Z., Marwanti, S., Widadie, F. 2015. Analisis Preferensi dan Kepuasan Konsumen Terhadap Atribut Mutu Beras di Pasar Legi Surakarta. Jurnal Agrista, Vol. 3 (3): 371-380.

Nurmalina, R. 2012. Analisis Preferensi dan Kepuasan Konsumen terhadap Beras di Kecamatan Mulyorejo Surabaya Jawa Timur. Jurnal Sains Terapan, Vol. 1 (1): 42-53.

Peter JP dan Olson JC. 2014. Perilaku Konsumen dan Strategi Pemasaran. Jilid II. Edisi ke 9. Jakarta: Salemba Empat.

Ratnawati., Djaeni, M., Hartono, D. 2013. Perubahan Kualitas Beras Selama Penyimpanan. Pangan, Vol. 22: 199-207.

Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Swastika, N., Yanto, T., Hartati, A. 2013. Performansi Kualitas Atribut Beras Organik dan Tingkat Kepuasan Konsumen Beras Organik di Kabupaten Sragen. Jurnal Agrin, Vol. 17 (3): 103-112.

Wuryani, S., Padmini, O. S., Brotodjojo, R. 2015. Kajian Kualitas Gizi Beras dan Organoleptik serta Daya Tahan Nasi Hasil Pengembangan Budidaya Padi Konvensional Menuju Padi Organik di Kabupaten Sragen. Jurnal Agrivest, Vol. 19: 46-51.

Full Text: PDF