Increasing purchase decisions of organic vegetable products through perceived risk and store image

Organic vegetables are product that are produced naturally without chemicals, so healthy when consumed, but currently remains low organic vegetables consumed by people in Indonesia, especially in the province of West Java. That is because the price is expensive and less information to attract consumers, the issue needs to be studied based on the perceived risk and store the image in order to increase consumer purchase decision on the product of organic vegetables. Data collection method used is descriptive survey and explanatory survey, the observation unit at the retail consumer self-service in the province of West Java. Analysis of Structural Equation Model (SEM) was used in this study to assess the perceived risk, store image and purchase decision. The results found that perceived risk can increase the influence purchase decision with 22% and store the image able to strengthen relationships with major influence 29%.