Analysis of Consumer Satisfaction with Hydroponic Vegetables (Evidence from Ady Hydrofarm, Bungo Regency, Indonesia)

Abstrak

Growing public awareness of healthy food consumption has encouraged the development of hydroponic vegetable cultivation as a sustainable agricultural alternative that produces fresh, hygienic, high-quality products. Understanding consumer satisfaction is crucial for evaluating market acceptance and supporting the sustainability of hydroponic agribusinesses. This study aims to analyze consumer characteristics and satisfaction levels with hydroponic vegetables marketed by Ady Hydrofarm in Bungo Regency. The study used a survey method with a census approach to 50 regular customers. Data were collected through a structured questionnaire and analyzed using descriptive analysis and a Likert scale. The study analyzed consumer characteristics by age, number of family members, education level, occupation, and income. The results showed that consumers gave positive assessments of product quality, cleanliness, freshness, service quality, and price suitability of hydroponic vegetables. The total consumer satisfaction score was 5,354, which is included in the very satisfied category. The results indicate that product and service quality that meet consumer expectations contribute to high consumer satisfaction and support the sustainability of the hydroponic vegetable business.

Kata kunci

• Consumer Satisfaction
• Service Quality
• Sustainable Agriculture
• healthy food
• hydroponic vegetables