<p>Penelitin ini bertujuan untuk mengetahui segmentasi pasar sayuran organik. Sampel penelitian terdiri dari petani dan pedagang sayuran organik diambil secara sensus berjumlah masing-masing 13 responden. Sedangkan sampel konsumen diambil secara incidental yaitu pengambilan sampel secara kebetulan berjumlah 40 orang. Hasil analisis final cluster menunjukkan bahwa cluster 1, z-score bernilai negatif yaitu usia dan pekerjaan sedangkan pada cluster 2, z-scor bernilai negatif yaitu pendidikan dan pendapatan. Hal ini berarti bahwa pada cluster 1, usia dan pekerjaan konsumen masih sangat minim untuk menentukan pilihan dalam memilih sayuran organik untuk dikonsumsi. Hal yang sama juga terjadi di cluster 2, pendidikan dan pendapatan konsumen masih rendah untuk memilih sayuran organik sebagai kebutuhan konsumen. Nilai F terbesar (56,156) terlihat pada Zscore pendidikan, dengan angka signifikan 0,000 yang berarti signifikansinya adalah nyata. Hal ini berarti faktor pendidikan sangat membedakan karakteristik kedua cluster. Atau dapat dikatakan bahwa pendidikan pada kedua cluster yang sangat berbeda antara cluster 1 dengan cluster 2.</p>
<p>The purpose of the study was to analyze consumer demand for organic vegetables in Saparua Island, Central Maluku Regency. Organic vegetables are environmentally friendly and more to the concept of nature (back to nature). The research sampling technique was done by accidental sampling. The number of research sample was 40 people. Based on the ANOVA test results obtained F-count 17.630> F-table 2.64 means that the price of organic vegetables, the price of non-organic vegetables, income, and family members simultaneously have a significant influence on consumer demand for organic vegetables in Saparua Island. However, partial testing shows that the variables that significantly effect on demand for organic vegetables are the price of organic vegetables, the price of non-organic vegetables, the number of family members, the taste and frequency of purchase.</p>
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