KEPERCAYAAN KONSUMEN PADA PRODUK ORGANIK

Doni Purnama Alamsyah

Abstract


ABSTRACT

 

Indonesia is one of country in ASEAN that has a quite crowded human population; one of its provinces is West Java with Bandung as capital city. However, the high number of population does not compensated by healthy lifestyle, seemed from the low of consumption on organic product. The aim of this study reviews the factor which forms consumer confidence on organic product. Confirmatory Factor Analysis is used as data analysis technique, with survey on consumer that exists in Bandung city as much as 351 respondents. The study result is found that consumer confidence on organic product is still not optimal. This study makes perfect the previous research in which there is factor that can form consumer confidence on organic product such as reliable, dependable, trustworthy, expectation, environmental protection, and safer.

 

Keywords: Trust, Organic Product, Confirmatory Factor Analisys

 

ABSTRAK

 

Indonesia merupakan salah satu negara di ASEAN yang memiliki populasi manusia cukup padat, salah satu provinsinya adalah Jawa Barat dengan Ibu Kota Bandung. Namun demikian jumlah populasi yang tinggi tidak diimbangi dengan pola hidup sehat, terlihat dari rendahnya konsumsi pada produk organik. Tujuan penelitian ini mengkaji faktor yang membentuk kepercayaan konsumen pada produk organik. Confirmatory Factor Analisys digunakan sebagai teknik analisis data, dengan survey pada konsumen yang ada di Kota Bandung sebanyak 351 reponden. Hasil penelitian ditemukan bahwa kepercayaan konsumen pada produk organik belum optimal. Penelitian ini menyempurnakan penelitian sebelumnya dimana terdapat faktor yang mampu membentuk kepercayaan konsumen pada produk organik diantaranya adalah  reliable, dependable, trustworthy, expectation, enviromental protection, dan safer.

 

Kata Kunci: Kepercayaan, Produk Organik, Confirmatory Factor Analisys


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DOI: https://doi.org/10.31294/jeco.v4i2.822



ISSN: 2355-0295 || EISSN: 2549-8932

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