Buyer Decisions on Hydroponic Vegetable Products

¹ University of Muhammadiyah Malang, Malang, 65144, East Java, Indonesia
² University of Lancang Kuning, Pekanbaru 28265, Riau, Indonesia
³ Estonian University of Life Sciences, 51014 Tartu, Estonia
⁴ University of Muhammadiyah Palembang, Palembang 30116, Indonesia
⁵ University of Muhammadiyah Palopo, Palopo, 91922, South Sulawesi Indonesia
⁶ Wiraraja University, Sumenep 69451, East Java, Indonesia
⁷ University of Brawijaya, Malang 65145, East Java, Indonesia
⁸ Mayantara School, Malang, Malang 65146, East Java, Indonesia

^* Corresponding author: asgami@unilak.ac.id

Abstract

This study aims to assess the factors influential towards decision made by consumers to purchase hydroponic products. A quantitative research employing factor analysis, 100 samples were established as per accidental random sampling. The observed 11 variables – classified in four groups – were of hydroponic product feature (packing, size, freshness, and crunchiness), hydroponic product value (competitiveness and price), customer’s background (income, education, association, and family size), and place (service). The result shows that those who chose the products were mostly female (98) – 73 of them are housewives – aged between 37 and 42 (42) with at least senior high school educational background (69).