FACTORS INFLUENCING THE PURCHASE DECISION OF ORGANIC TOFU

Tantry Nugroho, Ujang Sumarwan, Kirbrandoko Kirbrandoko

Abstract


This study aimed to analyze the factors that influence consumers in making the decision to buy organic tofu. The theory of factors that influence the purchasing behavior developed by Kotler was used as the analytical tool, and these factors include cultural factors, social factors, personal factors, psychological factors and purchasing process. These data were collected through interview techniques and analyzed descriptively using multinomial logistic regression. The characteristics of respondents indicated the consumers who never bought organic tofu are mostly at the age of 26-35 years old and university graduates, do not work, have an expenditure from Rp 1 million to Rp 2.5 million, are highly knowledge, and have the highest scores on the perceptions on sustainable and environmentally friendly organic farming, health benefits, and a more expensive price. There are a number of factors that influence consumers in making purchase decisions of organic tofu including age, education, knowledge and product external factors. The consumers who are potentially interested in purchasing the organic tofu are at the age of 36–50 years old, university graduates, highly knowledgeable in food and organic tofu products, because the higher the education and knowledge, the greater the interest in buying the products, and they approved of the external products such as price, advertising, personal selling and places of selling which are also potentially equal. The managerial implications for the business agents of tofu organic product is that they must be more active in assuring the consumers that these products are good for them by creating a blog, an ad in the local paper, or a pamphlet containing information of the product.

Keywords: purchase decision, logistic regression, organic tofu product, purchasing interest

Abstrak

Penelitian ini bertujuan menganalisis faktor yang mempengaruhi konsumen dalam melakukan pengambilan keputusan membeli tahu organik. Sebagai alat analisis digunakan teori faktor-faktor yang mempengaruhi perilaku pembelian yaitu teori yang dikembangkan oleh Kotler dimana faktor-faktor tersebut adalah: faktor budaya, faktor sosial, faktor pribadi, faktor psikologis dan proses pembelian. Data ini dikumpulkan melalui teknik wawancara serta dianalisis secara deskriptif dan uji regresi logistik multinomial. Karakteristik responden menunjukkan konsumen yang sudah pernah membeli sebagian besar berada pada usia 26–35 tahun, berpendidikan perguruan tinggi, tidak bekerja, berpengeluaran 1–2,5 juta, memiliki pengetahuan tinggi, memiliki persepsi setuju dengan skor tertinggi mengenai pertanian organik berkelanjutan, ramah lingkungan, manfaat kesehatan dan harga yang lebih mahal. Terdapat faktor-faktor yang mempengaruhi konsumen dalam pengambilan keputusan pembelian tahu organik diantaranya usia, pendidikan, pengetahuan dan faktor eksternal produk. Konsumen yang berpotensial dan berminat membeli tahu organik terdapat pada usia 36–50 tahun, pendidikan tamatan perguruan tinggi, pengetahuan yang tinggi mengenai pangan serta produk tahu organik, karena semakin tinggi pendidikan dan pengetahuan maka akan semakin besar minat membeli, serta konsumen yang setuju mengenai eksternal produk seperti harga, iklan, personal selling dan tempat penjualan juga berpotensi sama. Implikasi manajerial bagi pelaku bisnis produk tahu organik adalah lebih giat dalam meyakinkan produk tersebut terbukti baik bagi konsumen, seperti membuat blog atau membuat iklan di koran lokal, atau pamflet yang berisikan info dari produk.

Kata kunci: keputusan pembelian, regresi logistik, produk tahu organik, minat membeli




Full Text:

PDF

References


Arliana A. 2002. Analisis strategi pemasaran tahu pada perusahaan tahu yun yi bogor [skripsi]. Bogor: Institut Pertanian Bogor.

Aygen FG. 2012. Sikap dan perilaku konsumen di Turki terhadap makanan organik. International Journal of Business and Social Science 3(18).

[Bappenas] Badan Perencanaan Pembangunan Nasional. 2013. Rencana Pembangunan Jangka Menengah Nasional (RPJMN) Bidang Pangan dan Pertanian 2015-2019. Jakarta: Direktorat Pangan dan Pertanian, Bappenas.

Bauer HH, Heinrich D, Schafer DB. 2013. The effects of organic labels on global, local and private brands. Journal of Business Research 66(8): 1035–1043. http://dx.doi.org/10.1016/j.jbusres.2011.12.028.

Becker N, Tavor T, Friedler L, Bar P. 2015. Two stages decision process toward organic food: The case of organic tomatoes in israel. Journal Agroecology and Sustainable Food Systems 39(3):342–361. http://dx.doi.org/10.1080/21683565.2014.975898.

Briz T, Ward RW. 2009. Consumer awareness of organic products in Spain: An application of multinominal logit models. Journal Food Policy 34(3): 295–304. http://dx.doi.org/10.1016/j.foodpol.2008.11.004.

Cene E, Karaman F. 2015. Analysing organic food buyers' perceptions with bayesian networks: A case study in turkey. Journal of Applied Statistics 42(7):1572–1590. http://dx.doi.org/10.1080/02664763.2014.1001331.

Chen MF. 2007. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Journal Food Quality and Preference 18(7): 1008–1021. http://dx.doi.org/10.1016/j.foodqual.2007.04.004.

Chen MF. 2009. Attitude toward organics foods among taiwaneese as related to health conciousness, environmental attitudes, and the meditating effects of a healthy lifestyle. British Food Journal 111(2):165–178. http://dx.doi.org/10.1108/00070700910931986.

Deliana Y. 2012. Market segmentation for organic products in Bandung WestJava, Indonesia. Research Journal of Recent Sciences 1(3):48–56.

Ditjen Industri Kecil dan Menengah. 2011. Olahan Data Kebutuhan Kedelai untuk Industri Kecil dan Menengah. Jakarta: Kementerian Perindustrian.

Ginting E, Antarlina SS, Widowati S. 2009. Varietas unggul kedelai untuk bahan baku industri pangan. Jurnal Litbang Pertanian 28(3):79–87.

Hamid SAR, Ghafoor A, Shah TZ. 2012. Analysis of attitude towards green purchase: Pakistan in context. International Journal of Bussines and Social Sciences 3(6):112–115.

Hjelmar U. 2011. Consumers purchase of organic food products. A matter of convenience and reflexive practices. Journal Appetite 56 (2): 336–344. http://dx.doi.org/10.1016/j.appet.2010.12.019.

Hosmer DW, Lemeshow S. 2000. Applied Logistik Regression. New York: Wiley. http://dx.doi.org/10.1002/0471722146.

Irvani D. 2012. Pengembangan Interpretasi Model Logit Multinomial Dengan Metode Analisis Berbasis Peluang [tesis]. Bogor: Institut Pertanian Bogor.

Kotler P, Kelvin L K. 2009. Manajemen Pemasaran Jilid I Edisi 13. Jakarta: Penerbit Erlangga Indonesia.

Kusumasari. 2012. Pengembangan Interpretasi Model Logit Multinomial Dengan Metode Analisis Berbasis Peluang [tesis]. Bogor: Institut Pertanian Bogor.

Lee HJ, Yun ZS. 2015. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Journal food quality and preference 39(January):259–267.

Manurung DI. 2012. Proses keputusan pembelian dan kepuasan konsumen serta alternatif bauran pemasaran terhadap tahu djadi sari di Kota Bogor, Jawa Barat [skripsi]. Bogor: Institut Pertanian Bogor.

Nachrowi DN, Usman H. 2008. Penggunaan Teknik Ekonometri. Jakarta: PT Raja Grafindo Persada.

Noviandi A. 2012. Analisis perilaku konsumen beras organik dan implikasinya terhadap strategi pemasaran [tesis]. Bogor: Institut Pertanian Bogor.

Ozguven N. 2012. Organic foods motivation factors for consumers. Journal Procedia-Social and Behavioral Sciences 62:661–665. http://dx.doi.org/10.1016/j.sbspro.2012.09.110.

Paul J, Rana J. 2012. Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing 29(6):412–422. http://dx.doi.org/10.1108/07363761211259223.

Pomsanam PN, Napompech K, Suwanmaneepong S. 2014. Faktors driving thai customers’ intention to purchase organic foods. Asian Journal of Scientific Research 7(4): 434–446. http://dx.doi.org/10.3923/ajsr.2014.434.446.

Rezai G, Zainalabidin M, Mad Nasir S, Phuah KT. 2011. Demographic and attitudinal variabels associated with consumers’ intention to purchase green produced foods in Malaysia. International Journal of Innovation Management and Technology 2(5):401–406.

Saleki ZS, Seyedsaleki SM, Rahimi MR. 2012. Organic food purchasing behavior in Iran. International Journal Bussiness Social Science 3(13): 278–285.

Santoso S. 2004. Statistik Multivariat. Konsep dan Aplikasi dengan SPSS. Jakarta: PT. Elex Media Komputindo.

Schobesberger BR, Darnhofer I, Somsook S, Vogl CR. 2008. Consumer perceptions of organic foods in Bangkok, Thailand. Journal Food Policy 33(2):112–121. http://dx.doi.org/10.1016/j.foodpol.2007.09.004.

Shafie FA, Rennie D. 2012. Consumer perceptions towards organic food. Journal of Procedia-Social and Behavioral Sciences 49:360–367. http://dx.doi.org/10.1016/j.sbspro.2012.07.034.

Shih-Jui Tung, Ching-Chun Shih, Wei-Sherrie, Chen Yu-Hua. 2012. Attitudinal inconsistency toward organic food in relation to purchasing intention and behavior. British Food Journal 114(7): 997–1015. http://dx.doi.org/10.1108/00070701211241581.

Stolz H. 2011. Attitudes and behaviour towards food attributes and organic food (a triangular methodological investigation of occasional organic consumers) [dissertation]. Witzenhausen: University of Kassel Faculty of Organic Agricultural Sciences.

Stolz H, Stolze M, Hamm U, Janssen M, Ruto E. 2011. Consumer attitudes towards organic versus conventional food with specific quality attributes. Wageningen Journal of Life Sciences 58(3–4):67–72.http://dx.doi.org/10.1016/j.njas.2010.10.002.

Thogersen J, Marcia DdB, Perin MG, Zhou Y. 2015. Consumer buying motives and attitudes towards organic food in two emerging markets. Journal International Marketing Review 32(3/4):389–413.http://dx.doi.org/10.1108/IMR-06-2013-0123.

Weng ML, Shuang JL, Suryadi K. 2014. Consumers' perceived value and willingness to purchase organic food. Journal of Global Marketing 27(5): 298–307. http://dx.doi.org/10.1080/08911762.2014.931501.

Widianarko B. 2014. Pangan Organik Tumbuh 5%. Suara Merdeka 12 Juni 2014. http://www.suaramerdeka.com/v1/index.php/read/cetak/2014/06/12/264193/PanganOrganik-Tumbuh-5 [20 November 2014].




DOI: https://doi.org/10.17358/ijbe.1.3.115

Refbacks



View My Stats

_____________

View My Stats