Testing Model Of Development Organic Farming Dragon Fruit Based Market Research
Journal Title: International Journal of Modern Engineering Research (IJMER) - Year 2014, Vol 4, Issue 9
Abstract
This study aims to test the model of the development of organic farming dragon fruit which has been obtained in previous studies. This follow-up study to test the model that has been obtained, through a comprehensive marketing research by analyzing the factors which influence consumers purchasing organic dragon fruit Object of the research in Pamekasan, The method used is the analysis of factors that influence consumer buying decisions in determining organic dragon fruit. The data used is the 60 respondents, the number of variables studied were 23 variables, factor analysis is based on 22 variables that can be further analyzed. One variable ignored because the value of the MSA is less than 0.5, the results showed that of the 22 variables were analyzed. The results showed that of the 22 variablesanalyzed, there are 8 factors that influence consumers to buy organic dragon fruit, while the results of the 8 factors analyzed are: [1] Psychological (eigen value = 5,025), [2] The product (eigen value = 3,015), [3] Social (eigen value = 2,186), [4] Distribution (eigen value = 1.640), [5] Price (eigen value =1.354), [6] Promotion (eigen value = 1,286), [7] Individuals (eigen value = 1,196), [8] Service (eigen value = 1.115), overall there are 3 of the most dominant factor affecting the marketing of organic dragon fruit, is the first factor of the product, the second is the social factor and the third factor is the price.
Authors and Affiliations
Kustiawati Ningsih , Herman Felani , Halimatus Sakdiyah
Keywords
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