Pertumbuhan industri sayuran hidroponik semakin pesat, khususnya didaerah perkotaan, sebagai alternatif untuk memenuhi kebutuhan masyarakat akan sayuran sehat dan berkualitas tnggi. Pertanian organik yang diusahakan memberikan keuntungan yang cukup besar kepada pembangunan pertanian rakyat. Penelitian ini bertujuan untuk (1) mendeskripsikan karakteristik konsumen dalam menentukan keputusan pada pembelian sayuran Eugene Farm, (2) mengetahui faktor-faktor yang mempengaruhi perilaku konsumen dalam menentukan keputusan pada pembelian sayuran Eugene Farm. Penelitian ini di lakukan di eugene farm hidroponik karang anyar kota tarakan. Metode penentuan sample yang di gunakan adalah metode purpossive sampling dengan sebanyak 30 responden yang merupakan pelanggan tetap eugene farm hidroponik. Data yang di gunakan adalah data primer dan sekunder. Metode pengumpulan data yang di gunakan adalah kuesioner, obervasi, wawancara dan dokumentasi. Analisis data menggunakan analisis deskriptif dan analisis regersi liniear berganda. Hasil penelitian berdasarkan karakteristik responden jenis kelamin 83% perempuan, 17% laki-laki, berdasarkan tingkat usia 60% yang membeli berusia 15-30, berdasarkan tingkat pendidikan yang membeli SMA/sederajat berjumlah 47,5%, berdasarkan jenis pekerjaan yang membeli ASN sebesar 30%. Berdasarkan hasil analisis liniear berganda faktor-faktor yang mempengaruhi adalah faktor budaya dengan koefisien sebesar 0,381 dengan tingkat signifikansi (0,026), faktor sosial dengan besar koefisien 0,775 dengan signifikansi (0,029) dan faktor psikologi dengan besar koefisien 0,758 dengan signifikansi (0,002). Persamaan regresi linear berganda Y = konstanta 0,829 + 0,381 (β1) + 0,775 (β2) + 0,78 (β3).

Kata Kunci: Hidroponik, Keputusan, Budaya, Sosial, Psikologi, dan Regresi Linear Berganda

The hydroponic vegetable sector is expanding quickly, particularly in metropolitan areas, as a substitute for traditional methods of providing people with wholesome, premium crops. The development of people's agriculture benefits greatly from the revenues generated by the organic farming that is practiced. The objectives of this study were to: (1) characterized the characteristics of consumers who made decisions about buying Eugene Farm veggies, and (2) identified the elements that influenced consumer behavior when making decisions about buying Eugene Farm vegetables. The Eugene Farm Hydroponic Karang Anyar in Tarakan City was the site of this study. Purposive sampling, comprising 30 respondents who were frequent clients of Eugene Farm hydroponics, was the sample determination technique employed. Both primary and secondary data were used. Interviews, documentation, observation, and questionnaires were the methods used to collect data. Multiple linear regression analysis and descriptive analysis were used in data analysis. The study's findings were predicated on the characteristics of the participants: 83% of the respondents were female, 17% were male; age, where 60% of those who made purchases were between the ages of 15 and 30, education level, where 47.5% of those who made purchases were in high school or equivalent, and type of work, where 30% of those who made purchases were ASN holders. Based on the results of multiple linear analysis, the influencing factors were cultural factors with a coefficient of 0.381 with a significance level of (0.026), social factors with a coefficient of 0.775 with a significance of (0.029) and psychological factors with a coefficient of 0.758 with a significance of (0.002). Multiple linear regression equation Y = constant 0.829 +0.381 (β1) +0.775 (β2) +0.78 (β3). Keywords: Hydroponics, Decisions, Culture, Social, Psychology, and Multiple Linear Regression