Analisis Kriteria Yang Mempengaruhi Milenial Terhadap Niat Pembelian Makanan Organik
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh sikap, norma subjektif, green-labeling dan harga terhadap intensi makanan organik melalui kontrol perilaku sebagai variabel mediasi bagi generasi millennial (konsumen muda) di salah satu universitas swasta di Batam. Untuk mendapatkan pemahaman yang mendalam dan memanfaatkan tujuan penelitian ini, peneliti akan menggunakan penelitian kualitatif deskriptif. Pengumpulan data penelitian melalui kuesioner online dan dianalisis dengan software SPSS dan SmartPLS. Hasil penelitian menunjukkan bahwa hubungan antara sikap, norma subjektif, pelabelan hijau dan harga berpengaruh positif signifikan terhadap persepsi kontrol perilaku. Persepsi kontrol perilaku juga memiliki pengaruh positif yang signifikan terhadap intensi makanan organik. Penelitian ini menyarankan pelaku usaha untuk meningkatkan ketersediaan makanan organik sebagai permintaan konsumen muda dan mengembangkan strategi pemasaran yang efektif untuk membeli makanan organik melalui promosi. Pemerintah juga dapat memfasilitasi produsen pangan organik dengan meningkatkan pasokan dan kualitas bahan organik dengan harga terjangkau.
Kata Kunci: Intensi makanan organik, Sikap, Norma subjektif, Label hijau, Harga, Persepsi kontrol perilaku, Generasi muda.
Abstract
The study will be aimed to investigate the influence of attitude, subjective norms, green-labeling and price on intention organic food through perceived behavior control as a mediating variable for millennials (youth consumers) at one of private university in Batam for buying organic food. To gain deep understanding and utilizing the objectives of this research, the researcher will employ the descriptive qualitative research. The research findings will be collected data through online questionnaire and analyzed with SPSS and SmartPLS software. Results showed that the relationship between attitude, subjective norm, green labeling and price had a significant positive effect on perception control behavior. Perceived behavioral control also had a significant positive effect on intention organic food. This research suggests marketers to increase availability of orgnaic food for youth consumers demand and develop effective marketing strategies to buy organic food through promotion. Government also can facilitate organic food producers by increasing the supply and quality of organic ingredients at affordable prices.
Keywords: Intention organic food, Attitude, Subjective norm, Green label, Price, Perception control behaviour, Youth consumers.
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DOI: https://doi.org/10.37531/sejaman.v5i1.1543
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