ANALISIS DETERMINAN PERILAKU KONSUMEN PRODUK PANGAN ORGANIK DI SULAWESI SELATAN

Abstract

This research is focused on the study of the consumer environment orientation of organic food and perception of buying
interest. This research is based on the identification of issues, namely: How far of consumer environment orientation
influence against buying interestt either directly or indirectly through organic food perception in South of Sulawesi. This
research use approach to the analysis of causality. The analysis of causality test of causality between the variables used
exogenous and endogenous using Structural Equation Modeling analysis techniques (SEM) programme package of
computer software with LISREL 8.50. The number of samples tested, i.e., as many as 100 people consumers of organic
rice in South of Sulawesi. This research result in a finding empirical. Environment orientation consumers would
indirectly exert stronger to increase buying interest through the organic food perceptions compared with if only based on
a direct influence of consumer orientation on buying interest directly. Consumer orientation indirectly will provide a
stronger influence on improving buying interest through organif food perception compared to if only based on the direct
influence of the consumer orientation of buying interest directly. Adequate consumer comprehension on the importance
of organic food perception is a strong predictor of influential consumer orientation for the realization of the
environment into the attitude of buying interest organic rice. Organic food perceptions is variable mediation
(intervening) part on the consumer orientation of buying interest.