Understanding Driving Factors Behind Customer Purchase Intention on Organic Vegetables in Bandung for Better Marketing Strategy

• Main Author: Zahra Razula (19215004), Fabia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27035
• Institution: Institut Teknologi Bandung

Over the past few years, the global demand of organic products has reached a new height. North <br /> <br /> America and Europe are two key western markets contributing to the increase of global organic sales. <br /> <br /> The trend of buying organic products not only occurs in those two countries, but the same enthusiasm <br /> <br /> can be seen in developing country like Asia which includes Indonesia. Despite the fluctuate numbers <br /> <br /> published by Statistika Pertanian Indonesia 2016, Indonesia’s demand on organic products has also <br /> <br /> been starting to rise. <br /> <br /> This study intends to better understand factors driving customer’s in purchasing organic vegetables. <br /> <br /> The survey was conducted using quantitative approach by using questionnaires as its instruments <br /> <br /> which targets a total of 100 male and female who are an organic vegetable customer and are in their <br /> <br /> productive age. In analyzing the data, the researcher uses multiple linear regression that are processed <br /> <br /> using SPSS. <br /> <br /> Out of all the variables that are presented in the research including; health benefits, taste, environmental <br /> <br /> awareness and high purchasing power. Taste is the biggest factor that drives customers in purchasing <br /> <br /> organic vegetable with a total percentage amount of 31.1%. It is then followed by customer’s <br /> <br /> environmental awareness, health benefits then high purchasing power. <br /> <br /> Therefore, based on the data that has been gathered shows that all the independent variables influence <br /> <br /> customer purchase intention on organic vegetable significantly. <br /> <br /> As a conclusion and implication from the research, the author has also designed a marketing <br /> <br /> intervention strategy referring to the 2 most factors driving customer’s purchase on organic vegetable. <br /> <br /> One of the strategy is by promoting the taste of organic vegetables in the form of advertisement located <br /> <br /> in the packaging of every organic vegetable. This strategy is addressed to farmers and producers of <br /> <br /> organic vegetable in order to increase the number of potential organic vegetable customer.