Consumer Behavior in Purchasing Vegetables in Cilimus Market, Kuningan Regency.

Farming in Indonesia has a very important role so that in every stage of national economic development, the agricultural sector is not ruled out. Some of the reasons underlying the importance of agriculture in Indonesia are the large and diverse resource potential. One of the sub-sectors of the agricultural sector that has occupied an important position as a sub-sector that produces agricultural products that have a fairly high commercial value, namely the horticulture sub-sector. Horticulture sub-sector commodities in Indonesia are divided into four major groups, namely fruits, vegetables, ornamental plants, and medicinal plants. This study aims to find out the characteristics of consumers and what factors influence the decisions of vegetable consumers in Cilimus Market, Kuningan Regency. The study was conducted from October to November 2022. This study used a non-opportunity sample technique with a sample of 40 people. Data analysis techniques in this study use descriptive analysis to describe consumer characteristics. Furthermore, this research uses the Principal Component Analysis extraction method. The results showed that (1) the characteristics of consumers who buy vegetables at Cilimus Market, Kuningan Regency are mostly women, aged between 42-51 years, married status, the number of family members 3-5 people, the education level of most high schools, the type of work as a housewife, the amount of income Rp. 1,000,000 – Rp. 2,000,000, monthly expenses to buy vegetables ranging from Rp. 100,000 – Rp. 200,000 and (2) environmental factors, Psychology, individual differences and attribute assessments have a real influence on consumer decisions in purchasing vegetables at Cilimus Market, Kuningan Regency [ABSTRACT FROM AUTHOR]