Perilaku Konsumsi Sayuran Organik di Gerai Sayur Mbah Ndut Kota Batu

This study aims to identify and analyze the consumption behavior of organic vegetables at the Mbah Ndut Vegetable Stall in Batu City, with a focus on the factors that influence consumer decisions in selecting and consuming such products. The research background is rooted in the increasing public awareness of health, environmental sustainability, and food quality, especially following the COVID-19 pandemic, which has prompted a shift toward healthier consumption patterns. Organic vegetable consumption has emerged as a relevant trend to examine, considering the growing interest in organic products across various consumer groups.
A quantitative survey method was employed using multiple linear regression analysis. Primary data were collected from 100 respondents who are active consumers at Mbah Ndut Stall, selected through simple random sampling. The independent variables analyzed in the model included income, age, price, health reasons, environmental concerns, and regular consumption habits. The data were analyzed to determine the influence of each variable on the monthly consumption level of organic vegetables.
The results indicate that only the price variable has a significant and positive effect on consumption levels. The remaining five variables showed no significant partial influence. This suggests that consumers' perception of price as an indicator of product quality plays a more dominant role than demographic or ideological motivations such as health and environmental concerns. These findings are crucial as a basis for designing promotional strategies, consumer education, and developing a more effective and sustainable organic product market.