Abstract: The purpose of this research is to study of consumer
perception and understanding consumer buying behavior that related
between satisfied and factors affecting the purchasing. Methodology
can be classified between qualitative and quantitative approaches for
the qualitative research were interviews from middlemen who bought
organic vegetables, and middlemen related to production and
marketing system. A questionnaire was utilized as a tool to collect
data. Statistics utilized in this research included frequency,
percentage, mean, standard deviation, and multiple regression
analysis. The result show the reason to decision buying motives is
Fresh products of organic vegetables is the most significant factor on
individuals’ income, with a b of –.143, t = –2.470, the price of
organic vegetables is the most significant factor on individuals’
income, with a b of .176, t = 2.561, p value = .011. The results show
that most people with higher income think about the organic products
are expensive and have negative attitudes towards organic vegetable
as individuals with low and medium income level. Therefore,
household income had a significant influence on the purchasing
decision.