PERSEPSI KONSUMEN TERHADAP SAYURAN HIDROPONIK DI KABUPATEN SAMBAS
The high consumption of vegetables makes business opportunities for vegetable producers quite promising. So far, the vegetables consumed by the people of Sambas district come from outside the district, namely from the City of Singkawang. This study intends to find out how consumers perceive the hydroponic vegetables they have been consuming. By knowing consumers' perceptions of a product, it will influence purchasing decisions. High demand will be a business opportunity for agribusiness actors, especially for hydroponic farmers. The results of this study can be the basis for developing hydroponic farming. From the primary data, the existing variables will be analyzed at each stage of the purchasing decision-making process using a Likert scale. At the need identification stage, consumers have realized the need for healthy food by consuming fresh vegetables (53%). The majority of consumers (60%) get hydroponic vegetable information from friends or traders, and not from other media. As many as 60% of consumers said they were satisfied with the purchase of hydroponic vegetable products.