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