CONSUMER ATTITUDE ANALYSIS OF ORGANIC RICE PURCHASE DECISIONS IN MEDAN CITY, INDONESIA

Abstract

This research was conducted in Medan City. The research location was determined purposively based on the consideration that Medan City is one of the metropolitan cities with the largest population compared to other regions in North Sumatra. This indicates that with the increasing number of population, the level of food consumption, especially rice in the area is also greater. With a population that is increasingly large, then the number of people who are increasingly aware of health is also expected to increase. Research on consumer attitudes in the decision to buy organic rice was carried out in Medan Modern Market (Berastagi Supermarket, Giant, Smarco, Pondok Indah Pasar Buah and Lotte Mart) with the consideration that the modern market is located in various sub-districts in Medan City that provide organic rice This study aims to analyze and identify consumer attitudes on the dominant attributes of organic rice such as taste, price, packaging, benefits, appearance, texture, durability, diversity, promotion, and ease of obtaining products. The analysis model used is the Multiberibute Fishbein model. The Multi attribute model of Fishbein suggests that the attitudes of a consumer towards an object, are recognized through the attributes attached to the object. The results of the study state that in the process of decision making to purchase the organic rice, consumers choose the organic rice for the safe motivation for health by consuming organic rice and embodiment of  a healthy lifestyle, but is constrained by the very expensive price of organic rice. From the results of Fishbein's multi-attribute analysis, it is known that the organic rice product promotion attribute has the highest value of 5.36 at the level of importance (ei) and at the level of trust (bi) the attribute of the product benefits has the highest value. buying organic rice lies in the usual category range, although the benefits provided are very good for health, but the price is still expensive. In the case that it is necessary to determine the floor price of organic rice from the producer, then the need for promotion of organic rice as a whole at all levels of society