Analysis of Demand for Hydroponic Vegetables in Kendari

Abstract

This study aims to determine the level of demand for hydroponic vegetables and to analyze the factors influencing the demand for hydroponic vegetables in Kendari City. The study was conducted at Nuri Horti Hydroponics and Faperta Hydroponics, which were selected through purposive sampling because they have a relatively large number of customers. Data collection took place from May to June 2024. The study employed a quantitative approach with a sample size of 31 respondents selected through accidental sampling. The data used consisted of primary data obtained through observation and interviews using a questionnaire, as well as secondary data obtained from the Central Statistics Agency (BPS), relevant agencies, and various supporting literature. Data analysis was performed using quantitative descriptive analysis and multiple linear regression. The results of the study indicate that the level of demand for hydroponic vegetables in Kendari City is relatively high, as evidenced by the majority of consumers making purchases 1–3 times per month with a purchase volume of less than 1 kg per month. The most widely consumed type of hydroponic vegetable is lettuce, accounting for 96.7% of total consumers. Regression analysis results indicate that the factors significantly influencing the demand for hydroponic vegetables are the prices of other vegetables and consumer preferences, while consumer income and the price of hydroponic vegetables do not have a significant effect. Thus, the increase in demand for hydroponic vegetables in Kendari City is more influenced by the availability of substitute products as well as consumer preferences regarding the quality, health benefits, and characteristics of hydroponic products