- Faktor-faktor Yang Mempengaruhi Pembelian Niat Pembelian Produk Makanan Organik di Kota Batam
Abstract
Permasalahan makanan sekarang semakin kompleks. Banyak penelitian yang menunjukkan bahwa makanan yang dikonsumsikannya saat ini mengandung zat-zat kimia seperti pengawet maupun pewarna, sehingga konsumen sekarang memilih makanan organik sebagai penggantinya karena produk yang ditentukan sudah lolos sertifikasi dan standarisasi. Penelitian ini diharapkan dapat mengetahui faktor-faktor apa saja yang mempengaruhi niat pembelian terhadap makanan organik. Penelitian ini menggunakan teori niat pembelian (purchase intention) dan variabel penelitian berupa perceived behavioral control, subjective norm, environmental concern, health consciousness, dan attitude. Obyek penelitian yang dipilih adalah masyarakat kota Batam yang mempunyai niat pembelian terhadap makanan yang berunsur organik. Kuesioner disebarkan menggunakan google form, dimana terdapat 300 kuesioner yang digunakan dan untuk penelitian data diolah dengan menggunakan aplikasi SPSS dan smartPLS. Hasil penelitian yang diperoleh menunjukkan bahwa niat pembelian makanan organik berpengaruh signifikan terhadap perceived behavioral control, subjective norm, environmental concern dan health consciousness, serta attitude tidak berpengaruh signifikan terhadap niat pembelian makanan organik. Manfaat dari penelitian ini ialah mengenali apa saja dengan mempengaruhi pandangan niat pembelian terhadap makanan organik.
Keywords:
Purchase Intention, Perceived Behavioral Control, Subjective Norm, Environmental Concern, Health Consciousness
References
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Tan, W. L., & Goh, Y. N. (2018). The role of psychological factors in influencing consumer purchase intention towards green residential building. International Journal of Housing Markets and Analysis, 11(5), 788–807. https://doi.org/10.1108/IJHMA-11-2017-0097
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Wang, E. S. (2019). Norms , consumer social responsibility and fair trade product purchase intention. https://doi.org/10.1108/IJRDM-09-2019-0305
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in Tanzania and Kenya and the moderating role of knowledge. Sustainability (Switzerland), 11(1). https://doi.org/10.3390/su11010209
Waris, I., & Ahmed, W. (2020). Empirical evaluation of the antecedents of energy-efficient home appliances: application of extended theory of planned behavior. Management of Environmental Quality: An International Journal, 31(4), 915–930. https://doi.org/10.1108/MEQ-01-2020-0001
Waskito, D., Ananto, M. Z., & Rezza, A. (2014). Persepsi Konsumen Terhadap Makanan Organik di Yogyakarta. Pelita, 9(1), 36–48.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96, 122–128. https://doi.org/10.1016/j.appet.2015.09.017
Zuchdi, D. (1995). Pembentukan Sikap. Jurnal Cakrawala Pendidikan, 3(3), 51–63. https://doi.org/10.21831/cp.v3i3.9191
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Asif, M., Xuhui, W., Nasiri, A., & Ayyub, S. (2018). Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference, 63, 144–150. https://doi.org/10.1016/j.foodqual.2017.08.006
Bukhari, S. N. Z., Isa, S. M., & Yen Nee, G. (2020). Halal vaccination purchase intention: A comparative study between Muslim consumers in Malaysia and Pakistan. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-10-2019-0209
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Eddy Soegiarto K dan Mardiana, M. (2016). Perilaku Konsumen dalam Berbelanja Pakaian Wanita di Pasar Pagi Samarinda. Ekonomia, 5(3), 298–312.
Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
Ghozali, Imam, & Latan, H. (2012). No Title. Partial Least Square : Konsep, Teknik Dan Aplikasi SmartPLS 2.0 M3. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program (IBM SPSS) (Edisi 8). Badan Penerbit Universitas Diponegoro.
Ginting, M. (2019). Perilaku Konsumen. December. https://doi.org/10.31227/osf.io/pfjhz
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/s40685-018-0072-4
Herawati, H., Jusnandar, F., Adawiyah, D. R., & Budijanto, S. (2014). Teknologi Proses Produksi Beras Tiruan Mendukung Diversifikasi Pangan (Processing Technology of Artificial Rice Supporting Food Diversification). Jurnal Penelitian Dan Pengembangan Pertanian, 32(3), 87–94.
Icek, A. (1991). The Theory of Planned Behavior Organizational Behavior and Human Decision Processes. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Mayrowani, H. (2012). Pengembangan Pertanian Organik Di Indonesia The Development Of Organic Agriculture In Indonesia. Forum Penelitian Agro Ekonomi, 30(2), 91–108.
Memon, Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2019). Religiosity as a moderator between theory of planned behavior and halal purchase intention. Journal of Islamic Marketing, 11(6), 1821–1836. https://doi.org/10.1108/JIMA-01-2019-0006
Nguyen, T. T. M., Phan, T. H., Nguyen, H. L., Dang, T. K. T., & Nguyen, N. D. (2019). Antecedents of purchase intention toward organic food in an Asian emerging market: A study of urban Vietnamese consumers. Sustainability (Switzerland), 11(17). https://doi.org/10.3390/su11174773
Sadida, N. (2018). Hubungan Antara Health Consciousness Dengan Employee Well-Being Pada Karyawan Di Dki Jakarta. Journal of Psychological Science and Profession, 2(3), 216. https://doi.org/10.24198/jpsp.v2i3.19223
Singh, H. (2018). Marketing Management. In Essentials of Management for Healthcare Professionals. https://doi.org/10.4324/9781315099200-17
Sosial, F. I., & Malang, U. N. (1995). Paradigma perlindungan lingkungan hidup.
Tan, W. L., & Goh, Y. N. (2018). The role of psychological factors in influencing consumer purchase intention towards green residential building. International Journal of Housing Markets and Analysis, 11(5), 788–807. https://doi.org/10.1108/IJHMA-11-2017-0097
Tseng, W.-Y., Chiu, W., & Leng, H. K. (2020). A comparative study of consumers’ intention to purchase counterfeit outdoor products in Taiwan and Hong Kong. Journal of Asian Business and Economic Studies, ahead-of-p(ahead-of-print). https://doi.org/10.1108/jabes-02-2020-0011
Unud, E. M. (2018). DAN KEPUTUSAN PEMBELIAN Fakultas Ekonomi dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia Sifat manusia yang tidak pernah puas dan mempunyai beragam keinginan menuntut produsen untuk selalu membuat produk yang bisa memuaskan konsumennya . Keingin. 7(3), 1452–1480.
Wang, E. S. (2019). Norms , consumer social responsibility and fair trade product purchase intention. https://doi.org/10.1108/IJRDM-09-2019-0305
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in Tanzania and Kenya and the moderating role of knowledge. Sustainability (Switzerland), 11(1). https://doi.org/10.3390/su11010209
Waris, I., & Ahmed, W. (2020). Empirical evaluation of the antecedents of energy-efficient home appliances: application of extended theory of planned behavior. Management of Environmental Quality: An International Journal, 31(4), 915–930. https://doi.org/10.1108/MEQ-01-2020-0001
Waskito, D., Ananto, M. Z., & Rezza, A. (2014). Persepsi Konsumen Terhadap Makanan Organik di Yogyakarta. Pelita, 9(1), 36–48.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96, 122–128. https://doi.org/10.1016/j.appet.2015.09.017
Zuchdi, D. (1995). Pembentukan Sikap. Jurnal Cakrawala Pendidikan, 3(3), 51–63. https://doi.org/10.21831/cp.v3i3.9191
Published
2022-06-01
Section
Articles
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