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

International Journal of Agricultural Social Economics and Rural Development (Ijaserd) · Vol. 6 No. 1 (2026) · pp. 31–42

DOI
10.37149/ijaserd.v6i1.2903
ISSN
2774-9126
Published
2026-09-01
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0/

Abstract

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.

Keywords

Collaboration network of the authors

20 authors · 44 co-authorship links

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Co-authorOrganisationJoint articles
Sugeng WahonoAffiliation unknown3
Anjas Hari Laksana SinagaAffiliation unknown3
Asminar AsminarAffiliation unknown2
Asnawati IsAffiliation unknown1
Ari TriyadiAffiliation unknown1
Isyaturriyadhah IsyaturriyadhahAffiliation unknown1
Firda KartikaAffiliation unknown1
Fajar Dedy KuswantoAffiliation unknown1
Evo AfriantoAffiliation unknown1
Abu BakarAffiliation unknown1
Akhyarnis FebrialdiAffiliation unknown1
Johan SaputraAffiliation unknown1
Widuri SusilawatiAffiliation unknown1
Putri Indah Kumala RatihAffiliation unknown1
Isyaturiyadhah IsyaturiyadhahAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/ijaserd/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Analysis of Consumer Satisfaction with Hydroponic Vegetables (Evidence from Ady Hydrofarm, Bungo Regency, Indonesia)</dc:title>
	<dc:creator>Fikriman, Fikriman</dc:creator>
	<dc:creator>A. Mauladi, A. Mauladi</dc:creator>
	<dc:creator>Asnawati Is, Asnawati Is</dc:creator>
	<dc:creator>Setiono, Setiono</dc:creator>
	<dc:creator>Febrialdi, Akhayrnis</dc:creator>
	<dc:subject xml:lang="en-US">consumer satisfaction</dc:subject>
	<dc:subject xml:lang="en-US">healthy food</dc:subject>
	<dc:subject xml:lang="en-US">hydroponic vegetables</dc:subject>
	<dc:subject xml:lang="en-US">service quality</dc:subject>
	<dc:subject xml:lang="en-US">sustainable agriculture</dc:subject>
	<dc:description xml:lang="en-US">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.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2026-09-01</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/ijaserd/article/view/2903</dc:identifier>
	<dc:identifier>10.37149/ijaserd.v6i1.2903</dc:identifier>
	<dc:source xml:lang="en-US">International Journal of Agricultural Social Economics and Rural Development (Ijaserd); Vol. 6 No. 1 (2026); 31 - 42</dc:source>
	<dc:source>2774-9126</dc:source>
	<dc:source>10.37149/ijaserd.v6i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/ijaserd/article/view/2903/552</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Fikriman, A. Mauladi, Asnawati Is, Setiono, Akhayrnis Febrialdi</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0/</dc:rights>
</oai_dc:dc>