Lusia Cipto Astuti, Endang Siti Rahayu, Mohamad Harisudin, Joko Sutrisno
The objective of this study was to determine the consumers’ preference and the factors influencing consumers’ decision in purchasing vegetables. Information resulted from this study can be used by vegetable producers to avoid the production problems such as excessive supply and to reduce the risk of low market prices. The study was carried out in the Work Area of the Cirebon Development Coordinating Board (BKPP), covering the Regencies and Cities of Cirebon, Indramayu, Majalengka, and Kuningan. The method used was survey research method with qualitative descriptive analysis techniques. Determination of regional samples used stratified random sampling by determining the representation of the region based on the characteristics of the people. The people living in the mountainous area were set in Kuningan and the people living in the coastal area were set in Cirebon City. Non-probability sampling technique was applied with accidental sampling method (based on the coincidence). The object of the research was consumers who bought vegetables at the Kepuh market in Kuningan and the Jagasatru market in Cirebon. The results showed that environmental factors influenced the purchase of vegetables in Kuningan and Cirebon in the high and medium with factor loading of 0.80 and 0.70, respectively. Psychological factors influenced the purchase of vegetables in Kuningan and Cirebon in the medium category with factor loading of 0.70. While, attribute factors influenced the purchase of vegetables in Kuningan and Cirebon in the medium and high category with factor loading of 0.73 and 0.81, consecutively.
Consumers’ behavior, vegetables, factor analysis
Cite this paper
Lusia Cipto Astuti, Endang Siti Rahayu, Mohamad Harisudin, Joko Sutrisno. (2021) Analysis of Consumer Preference in Purchasing Vegetables across Selected Markets in the Work Area of BKPP Cirebon Indonesia. International Journal of Agricultural Science, 6, 1-5