ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI PENDAPATAN PEDAGANG SAYURAN ORGANIK SELAMA PANDEMI COVID-19 DI KOTA MALANG JAWA TIMUR

The trend of healthy living is now growing, encouraging people to use organic products such as organic vegetables which are guaranteed to be safer for consumption, because they do not contain harmful ingredients such as pesticide residues. Since the onset of COVID-19, more and more people have consumed organic vegetables, which has affected the sale of organic vegetables. This study aims to analyze the sale of organic vegetables and the value of consumer spending during the pandemic, the factors that influence consumer preferences for organic vegetables. The collection of samples using accidental sampling. Vegetable sales analysis uses descriptions, while the influence of consumer preferences uses multiple linear regression bootstrap. The results showed that the income of traders and the value of consumer spending during the pandemic increased by 60%. Simultaneous test showed that all independent variables affect the dependent variable, the value of the coefficient of determination (R2) is 0.763, meaning that the ability of the independent variable to explain the dependent variable is 76.3%, the remaining 23.7% is explained by other variables. The partial test showed that the product and personal variables had a positive effect on consumer preferences, while the remaining variables did not affect consumer preferences. Setting product quality standards is a top priority for organic vegetable producers and traders. One of the strategies of traders during the pandemic to make it easier for consumers to shop is to make products easily accessible by selling online systems