Analisis Sikap Konsumen Dalam Membeli Sayuran Segar Kacang Panjang (Vigna unguiculata ssp. Sesquipedalis) Di Pasar Tradisional Rakyat Ngabang Kecamatan Ngabang Kabupaten Landak

Abstrak

The purpose of the research, which was carried out in December 2023–January 2024 at the Ngabang People’s Traditional Market, Ngabang District, Landak Regency, is to assess and ascertain consumer attitudes on the purchase of fresh long bean vegetables at the market. Using an incidental sampling strategy, the research was able to obtain 50 respondents who satisfied the research's criteria. The respondents in this study were consumers who were purchasing long bean vegetables. The collected data is processed, assembled, examined, and concluded using the descriptive analysis data analysis method. The three variables in this study are the conative, emotional, and cognitive aspects of evaluative attitudes. All three have the same indicators, which are price, vegetal texture, cleanliness, brightness, and freshness. Following collection, the aforementioned data was examined using a Likert scale. According to the research findings, nearly all respondents had favorable opinions about purchasing fresh long bean vegetables when asked the questions that were included in the consumer attitude analysis