Tipologi Preferensi Konsumen terhadap Produk Pangan Organik di Kota Malang

Tipologi Preferensi Konsumen terhadapProduk Pangan Organik di Kota MalangMoch. Agus Krisno Budiyanto Stag Pengajar Jurusan Biologi, Fakultas Ilmu Keguruandan Ilmu PendidikanUniversitas Muhammadiyah Malang Email: aguskrisno@yahoo.co.id, aguskrisno.gbf@gmail.comABSTRACTIn the 21st century, the trend pattern of a healthy lifestyle has succeeded in encouraging the development of organic farming is widely healthy lifestyle has been institutionalized internationally so that requires a guarantee that agricultural products should be safe to eat beratribut (food safety attributes), high nutrient content (nutritional attributes) and environmentally friendly (eco-labeling attributes). Consumer preferences such as these cause the world demand for organic agricultural products increased considerably. This study aims to describe consumer preferences for organic agricultural products consisting of: 1) the type of consumer decision making in choosing organic agricultural products, and 2) the factors that influence consumers to choose organic food products.The research approach used in this study is a qualitative research with qualitative descriptive research design. In fact the study of consumer preferences for organic food products in the Malang city will be analyzed based on the theory of Kotler and Armstrong (2006) on consumer decision-making models and factors to choose the material. Research informants were students of MUM, lecture of MUM, consumer and seller of organic agricultural products in Malang. Sampling technique used was purposive sampling. The number of study subjects is 33 person. The focus is investigated in this study is the typology of consumer preference for organic agricultural products in the Malang city. Data collection methods used are indepth interviews and questionnaires. The research data were analyzed with qualitative analysis (Content Analysis) with Interactive Models by Milles and Hubermen (1994) presented a description and descriptive.Based on this research, it can be stated that: 1) the type of consumer decision- making in choosing the products of organic farming in the city of Malang is economic type (4%), psychological type (13%), and consumer behavior type (25%), and others type (58%). Other types mostly for health reasons, and 2) Factors that affect consumers in choosing organic food products in Malang is social factors (10%), personal factors (14%), a psychological (19%), cultural factors (5%), and other factors (52%). Other factors a large part because of religion.Key words: Typology, Preferences, Consumer, Religion, Healt