Judul: Kajian Preferensi Konsumen Rumah Tangga Terhadap Beras Organik Di Wilayah Kota Bogor
Abstrak: Rice organic is a product of agriculture which diversification organic system. An organic rice is good for healthy because there is free from source chemicals dangerous between other rice, it tasted is special and natural, waterproof and delightful taste. That’s way many comsuments/people like an organic rice. Even, organic price too expensive for consumption, only a high class could buy it. An organic rice too expensive beauce the organic rice has benefits such as: good for healthy (free from chemicals) and also high risk for agriculture product that facing by farmers as a result if they did not use an organic fertilizer and pesticide. In global this research purpose is how to know consument an organic rice housing in Bogor. The main of spesial thesis are : (1) to identification the consument makes a decision to purchase an organic rice, (2) to evaluate decision process for consumption an organic rice and (3) consument behavior analysis in marketing strategic arrangement organic rice system by producen. The thesis followed by Lembaga Pertanian Sehat (LPS) in Bogor. Accidental sampling means 50 respondents selected by consument an organic rice who is ready to be reported. Primer and secondary data getting through by literature, reported by responden in questioner. The thesis method used analysis multivariate. Processing and data analysis used a Microsoft excel application, tabulation font, matrics correlation and minitab application V.10. The result by thesis are getting process to take decision for buying an organic rice with the 1st consument in many process such as: acquaintance needed, investigate informasion, alternatively evaluation, marketing process and behavior after purchasing. If respondent usually purchase it, perhaps noting at all they following regulation process to take a dicision maker an organic rice. Acquaintance needed step, the benefit is for healthy. The motivation by purchasing an organic rice, because the price is low. Investigate information step, the sources information getting by consument how to get the organic rice from friendship, relation, neighborhood or news that impact consument which is motivated by himselt. Alternatif period step is taste. Purchasing step, scheduling to purchase although they could not have any reserve in hous. Purchasing an organic rice which is nearly location. Average cost for respondet purchasing an organic is Rp. 100.000- Rp. 125.000, the respondent purchase an organic rice to be comsumpted by family which is 4 people. Component analysis is getting by 6 main sources improve decision maker an organic purchasing process are ; quality, promoting, price, frendship, tasted and family. Marketing strategic qualitative by producen is covered; strategi product, price strategic, promote strategic and location strategic. In this case, marketing strategic covered by: (1) product strategic keeping and development quality an organic price by supervising the hygienist price, product target which international standard land, the water to be used allowance such as : ISO 9000 and ISO 14000, (2) discount price in strategic price, (3) separate brochures and leaflet in promote strategic and (4) selling and delivery order would guarantee in cont inuity product in location and arragement strategic.
Keyword: