CONSUMER BEHAVIOR TOWARDS VEGETABLE PURCHASING DECISIONS OF RIVERSIDE COMMUNITIES IN BANJAR REGENCY, INDONESIA

Abstract

According to a publication from BPS, vegetable consumption in South Kalimantan Province is the lowest of the 34 provinces in Indonesia, in the years 2019 and 2020 at 81.27 grams and 88.40 grams, which is only about 33% of what WHO and the Ministry of Health recommend as much as 250 grams a day. The objectives of the study are described as follows: (1) Analyze the characteristics of respondents and a picture of vegetable consumption communities in the riverside area; (2) Analyze the factors influencing the purchasing decision of vegetable communities in the riverside area. The number of samples taken was 90 respondents. The analyses used to answer the objectives are descriptive and multiple linear regression. The characteristics of respondents for age are most numerous at intervals of 35-50 years of age. The majority of respondents were educated in elementary school. The majority of respondents' family members are 3-4 people. The most household expenses per month are Rp. 1,300,001 - Rp. 1,950,000. Household expenditure for vegetable consumption per week is at most Rp. 36,001 - Rp. 54,000. The most consumed vegetables of respondents were spinach, kangkong, string beans, and pumpkin, Siamese pumpkin. The majority of respondents for the frequency of vegetable consumption in a week is daily. The duration of storage of vegetables by respondents was mostly carried out ≤ 1 day. Reason to consume vegetable majority that they like to eat vegetables, then the reason because of the necessity for Health. Place purchase vegetables, majority of respondents at surrounding vegetable vendors. Family members who decide on the purchase of vegetables in the family are mostly mothers. Factors that affect the decision to purchase vegetable communities in the riverside area in the riverside area are variable cultural (X1), personal (X3), and psychological (X4). Meanwhile, the social variable (X2) did not significantly affect the purchasing decisions of vegetable communities in the riverside area.

Keywords

• consumer behavior
• vegetables
• riverbanks
• healthy living fulfillment
• purchasing decisions