ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBELIAN PANGAN ORGANIK BERAS PADA SAWALAYAN, KOTA MALANG, JAWA TIMUR

Increasing public awareness of health and environmental issues has driven the growth of organic food consumption, including organic rice. However, the level of organic rice purchases in supermarkets remains relatively low compared to conventional rice. This study aims to analyze the factors that influence consumers' purchasing decisions of organic rice in supermarkets in Malang City. A quantitative approach was used with multiple linear regression analysis based on data from 100 respondents who had purchased organic rice. The results show that income and price have a significant influence on consumer spending on organic rice. Meanwhile, the variables of health, environment, purchase frequency, and education do not have a significant effect on purchasing decisions