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The Study of consumer purchase decision towards hydroponic product in Jakarta

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Hydroponics is believed to be the farming system of the future because Hydroponics can be cultivated in various mediums without using soil. Hydroponic vegetables are high in nutrition, larger size, delicate taste, and tempting colors if the plantation and harvesting system is designed properly. The fact that all process in Hydroponic can be manually managed and there is an artificially created environment where the grower determines the seasons gives flexibility for grower to provide and add more nutrients, color, and size to the hydroponic plants resulting dramatic increase of vitamin and minerals of the vegetables. Hydroponic product in Indonesia is still being consumed by certain people mainly because of the standard premium price attached to Hydroponics product. The price is up to four or five times more expensive than regular vegetables and fruits prices in traditional markets. That is why these products are relatively difficult to be marketed in the traditional market. The purpose of this study is to analyze the consumer purchase decision towards Hydroponics products in Indonesia focusing on vegetables product. Basically it identifies market perspective based on their knowledge and awareness about Hydroponic, the decision making of purchasing the product or not and analyze the stimuli behind it to reach its maximum potential. All variables are analyzed using Integrated Marketing Mix 4P's, Service Marketing Mix 3P's, Consumer Behavior Characteristics, Purchase Decision. Questionnaire filled by 100 respondents was analysed by using SPSS 20 and AMOS software with SEM (Structural Equation Model) software used to quantify correlations between variables. The result from data analysis identify the level of awareness in Jakarta towards Hydroponic vegetable product is considered Aware. The result leads to three variables that contribute significant influence in generating purchase decision which are Personal (75.69%), Physical Evidence (67.24%), and Process (56.25%). Based on preference and knowledge, positive result (76%) chooses to purchase Hydroponic vegetable product with main reason of high nutrients and vitamin contain within the product (38%).

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Availability

B01308

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Available

Detail Information

Series Title

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Call Number

1308

Publisher

: Swiss German University., 2013

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Language

English

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Classification

NONE

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Subject(s)

IBA

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