The influence of consumer perceptions, preferences and purchase intentions deciding on purchasing organic rice in Pati District, Pati Regency
Abstract
Demand for organic products, particularly organic rice, has been increasing as consumers increasingly pursue
healthier and more sustainable lifestyles. Organic rice, which is cultivated without the use of chemical fertilizers or
pesticides, is favored for its superior attributes, including a fluffier texture, a more fragrant aroma, and a sweeter
taste compared to conventional rice. Despite these advantages, the organic rice market continues to face
significant marketing challenges, such as difficulties in identifying potential consumers, limited distribution
channels, and unstable selling prices. To address these challenges, Pati Regency in Central Java, one of Indonesia’s
major agricultural regions, has committed to the development of an organic farming system. The region now
produces a diverse range of organic rice varieties, including fragrant red rice, pearl mentik, basmati, japonica, and
black rice, to meet growing consumer demand. This study aimed to analyze the influence of consumer perceptions,
preferences, and purchase intentions on organic rice purchasing decisions in Pati Regency. A quantitative research
approach with a descriptive design was employed. Data were collected using accidental sampling from 100
respondents who met the selection criteria, namely individuals aged over 17 years who had purchased and
consumed rice. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares
(PLS) with the assistance of WarpPLS 7.0 software. The results indicated that perception, preference, and purchase
intention had a positive and significant influence on organic rice purchasing decisions. These findings highlight
the importance of marketing strategies that enhance consumer awareness, strengthen product image, and expand
market access to support the growth of the organic rice market.
Keywords: perception, preference, purchase intention, purchasing decision, organic rice
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