ANALISIS PREFERENSI KELUARGA MILENIAL TERHADAP PENJUALAN SAYURAN ORGANIK DI PASAR MODERN (Studi Kasus Kecamatan Klojen, Kota Malang)

ABSTRACT
Didin Arda, 201810210311273. "Millennial Family Preferences Toward Organic Vegetable Sales in Modern Markets (Case Study in Klojen District, Malang City)". Department of Agribusiness. Faculty of Agriculture and Animal Science. University of Muhammadiyah Malang. Supervised by Prof. Dr. Ir. Rahayu Relawati, M.M and Nur Ocvanny Amir, S.P., M.P.
This study aims to analyze the preferences of millennial families toward the sale of organic vegetables in modern markets and to identify the aspects that influence their purchasing decisions. The research is based on the growing awareness among millennial families regarding healthy lifestyles, food safety, and shopping convenience. A descriptive quantitative approach was employed, with purposive sampling involving 30 respondents who shop at two modern markets in Klojen District, Malang City: Lai-Lai Market and Central Market. Data were collected through observation, Likert-scale questionnaires, and documentation. The results show that millennial family preferences are shaped by five key aspects: product quality (89%), price and economic value (85%), promotion and product information (80%), shopping convenience and facilities (94%), and cultural and emotional factors (85%). Meanwhile, technology and digitalization are not included as preference factors but play a crucial role in influencing purchasing decisions. Purchasing decisions are reflected through consumer satisfaction, repeat purchase intention, and willingness to recommend the product. These findings highlight the importance of integrating technology in transactions and product information, as well as developing educational-based promotional strategies to strengthen the appeal of modern markets to millennial families.