Studi Perilaku Konsumen Terhadap Produk Hortikultura Organik Di Kalimantan Barat

Abstract

This study aims to analyze the factors influencing consumer purchasing decision for organic vegetables in Pontianak city. The result indicate that consumer purchasing decisions fall into the high category, significantly influced by personal factors, psychological factors and motivation. Conversely, economic, marketing, cultural and situational factors did not show a significant impact in this study. Based on these findings, it is recommended that business actors enchance creative marketing strategies through educational advertising, provide clear product labeling information and maintain the cleanliness and visual appeal of retail outlets to strengthen consumer trust