https://ojs.unsulbar.ac.id/index.php/anjoro <p><strong>Anjoro: International Journal of Agriculture and Business</strong> is an open-access journal published by the Agribusiness Department, Agriculture and Forestry Faculty, Universitas Sulawesi Barat, Indonesia that provides a platform for international scholars, academicians, researchers, and employees, and to whom it may concern to share the contemporary thoughts in the field of integrated agriculture. Anjoro, with registered number p-ISSN <a href="https://issn.brin.go.id/terbit/detail/1583487018" target="_blank" rel="noopener">2721-8678</a> and e-ISSN <a href="https://issn.brin.go.id/terbit/detail/1583486598" target="_blank" rel="noopener">2721-7914</a>, is a scientific article by Universitas Sulawesi Barat, Indonesia. The scope of the articles is consisted of Agricultural Economics and Business, Supply Chain Management and Food Security, Agriculture and Rural Development, Food Technology, Soil and Environment, Agricultural Policy and Trade, Plant, Pest and Disease and Agronomy. Anjoro has been indexed by <strong>Sinta 3 (S3), </strong><strong>Google Scholar, Crossref, Dimensions, Scilit, and Copernicus International</strong>. The Journal is published by Agribusiness Department, Faculty of Agriculture and Forestery, Universitas Sulawesi Barat, Indonesia in collaboration with<strong> <a href="https://drive.google.com/file/d/1ZKM9tLPw94Nq0MGPf4npwOV-0rh4a_cU/view" target="_blank" rel="noopener">Assessment Institute for Agricultural Technology</a></strong> and <a href="https://drive.google.com/file/d/1SnHX83Ft6F7zoSCsjukMVO55NcOAf7cN/view?usp=sharing" target="_blank" rel="noopener"><strong>Asosiasi Agribisnis Indonesia</strong></a>. Anjoro is going to publish journals biannual in two terms: April and September. The author(s) who are willing to submit must use the manuscript template which can be downloaded <a href="https://docs.google.com/document/d/10vE-mwueazyLu4LVGcIVkn0nkSBSGItT/edit?usp=drive_link&amp;ouid=117666528352586701552&amp;rtpof=true&amp;sd=true" target="_blank" rel="noopener">here</a>.</p> Agribusiness Department, Agriculture and Forestry Faculty, Universitas Sulawesi Barat, Indonesia en-US Anjoro: International Journal of Agriculture and Business 2721-8678 https://ojs.unsulbar.ac.id/index.php/anjoro/article/view/3131 <p style="text-align: justify;"><em>Rice serves as the main dietary staple for most Indonesians. The preference of environmentally conscious consumers reflects their liking or disliking of the different types of rice available. Satisfaction, in this context, refers to consumers' evaluations of their expectations when purchasing and consuming rice. It involves comparing their level of satisfaction with the actual performance of the rice after consumption. The study aims to analyze the eco-friendly preference and consumer satisfaction with the attributes of rice in Toboali Bangka Selatan. Convenience sampling was applied to collect the respondents of the study. Convenience Sampling was the technique where the sampling was conducted on consumers who were currently at home and willing to fill out the provided questionnaire. </em><em>Surveys conducted through direct personal interactionTop of Form</em><em>, observation, and focus group discussion were employed as the data collection technique. Importance-performance analysis (IPA) and customer satisfaction index (CSI) were used in processing the data. The study revealed that the eco-friendly preference and the quality of the eco-friendly rice had a positive impact on total consumer satisfaction which was fulfilled by the attributes of rice with 69 %. The rest such as price, taste, and ease of access were not satisfied as the important attributes were not well performed. Furthermore, the CSI score illustrated that the satisfaction of eco-friendly consumers in all classes was at the “satisfied” status.</em></p> Yulia Yulia Novyandra Ilham Bahtera Rostiar Sitorus Aruna Asista Copyright (c) 2024 Yulia Yulia, Novyandra Ilham Bahtera, Rostiar Sitorus, Aruna Asista https://creativecommons.org/licenses/by-sa/4.0 2024-02-24 2024-02-24 5 1 1 8 10.31605/anjoro.v5i1.3131