Nisaa’, Nurul Khoirun (2018) Minat Konsumen Terhadap Pembelian Sayuran Bersertifikasi Organik Dengan Pendekatan Theory Of Planned Behavior Di Hypermart Malang Town Square. Sarjana thesis, Universitas Brawijaya.
Abstract
Pola hidup back to nature telah menjadi pilihan yang bijak untuk memenuhi pola hidup sehat. Salah satu pola hidup sehat yaitu mengatur pola makan dengan mengkonsumsi sayuran organik yang bebas dari residu bahan kimia. Peningkatan konsumsi mengakibatkan peningkatan permintaan sayuran organik sehingga bisnis sayuran organik memiliki prospek yang bagus untuk dikembangkan. Beberapa produsen sayuran organik mulai mengembangkan bisnisnya dengan memperoleh label sertifikasi organik dari Lembaga Sertifikasi Organik (LSO). Hal tersebut merupakan efek dari tingginya kesadaran konsumen sehingga perlu adanya kemananan produk pertanian dan proses produksinya. Label organik merupakan suatu jaminan tentang standar organik yang bertujuan untuk meningkatkan nilai tambah dan daya saing produk organik melalui mekanisme sertifikasi oleh Lembaga Sertifikasi Organik (LSO). Produsen perlu memahami faktor-faktor yang dapat mempengaruhi minat konsumen terhadap sayuran bersertifikasi organik. Penelitian ini dilakukan pada bulan Januari 2018 di Hypermart Malang Town Square (MATOS) dengan menyebarkan kuesioner sebanyak 65 responden yang memiliki kecenderungan terhadap pembelian sayuran bersertifikasi organik. Metode analisa data menggunakan statistik deskriptif dan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan software Warp PLS 5.0. Penelitian ini untuk menganalisis pengaruh tiga variabel berdasarkan Theory of Planned Behavior yaitu dari sikap (X1), norma subjektif (X2) dan persepsi kontrol perilaku (X3) terhadap minat konsumen pada pembelian sayuran bersertifikasi organik (Y). Hasil penelitian menunjukkan bahwa variabel sikap berpengaruh positif dan signifikan terhadap minat pembelian sayuran bersertifikasi organik dengan nilai koefisien sebesar 0.27 dan nilai p=0.01. Variabel norma subjektif berpengaruh positif dan signifikan terhadap minat pembelian sayuran bersertifikasi organik dengan nilai koefisien sebesar 0.31 dan nilai p<0.01. Variabel persepsi kontrol perilaku berpengaruh positif dan signifikan terhadap minat pembelian sayuran bersertifikasi organik dengan nilai koefisien sebesar 0.35 dan nilai p<0.01. Variabel Persepsi kontrol perilaku memiliki pengaruh paling besar terhadap minat pembelian sayuran bersertifikasi organik.
English Abstract
Lifestyle back to nature has become a wise choice to meet healthy lifestyle. One of the healthy lifestyle is set pattern eat by consuming organic vegetables that are free from chemical residues. Increased consumption leads to increase in demand for organic vegetables so that the organic vegetable business has a good prospect to be developed. Some organic vegetable producers are starting to grow their business by obtaining organic certification label from Organic Certification Institute. This is the effect of high consumer awareness so that need for the security of agricultural products and production process. Organic labels are a guarantee of organic standards aimed at enhancing the added value and competitiveness of organic products through certification mechanisms by Organic Certification Institute. Manufacturers need to understand that can affect consumers interest in certified organic vegetables. This research was conducted in January 2018 in Hypermart Malang Town Square (MATOS) by distributing questionnaires as many as 65 respondents who have a tendency towards purchasing certified organic vegetables. Method of data analysis using descriptive statistics and Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of Warp PLS 5.0 software. This research was to analyze the influence of three variables based on Theory of Planned Behavior from attitude (X1), subjective norm (X2) and perceived behavior control (X3) to consumer interest in purchasing organic certified vegetable (Y). The result of this research shows that attitude variable have positive and significant effect to the buying interest of organic certified vegetables with coefficient value of 0.27 and p value = 0.01. The subjective norm variable has positive and significant effect on the buying interest of organic certified vegetables with coefficient value of 0.31 and p value <0.01. The variable of perceived behavior control had positive and significant effect on the buying interest of organic certified vegetables with coefficient value of 0.35 and p value <0.01. Variables Perceived behavior control has the greatest influence on the interest of purchasing certified organic vegetables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/315/051804915 |
| Uncontrolled Keywords: | Sayuran bersertifikasi organik, Minat Beli, Theory of Planned Behavior, Structural Equation Modeling-Partial Least Square (SEM-PLS), Organically certified Vegetables, Buying Interest, Theory of Planned Behavior, Structural Equation Modeling-Partial Least Square (SEM-PLS |
| Subjects: | 600 Technology (Applied sciences) > 631 Specific techniques; apparatus, equipment materials > 631.5 Cultivation and harvesting > 631.58 Special methods of cultivation > 631.584 Organic farming |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 22 Mar 2019 02:03 |
| Last Modified: | 19 Oct 2021 13:27 |
| URI: | http://repository.ub.ac.id/id/eprint/161802 |
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