Aplikasi Theory Of Planned Behavior Pada Keputusan Pembelian Sayuran Di Pasar Jatinegara Selama Pandemi Covid-19

Harahap, Yerho David Hasudungan and Anisa Aprilia,, SP., MP., M.BA. and Dr. Silvana Maulidah,, SP., MP. (2021) Aplikasi Theory Of Planned Behavior Pada Keputusan Pembelian Sayuran Di Pasar Jatinegara Selama Pandemi Covid-19. Sarjana thesis, Universitas Brawijaya.

Abstract

Salah satu kebijakan pemerintah Indonesia selama pandemi COVID-19 adalah pembatasan aktivitas masyarakat. Kebijakan tersebut menjadi salah satu hambatan bagi setiap konsumen untuk melakukan kegiatan pemenuhan kebutuhan pangan rumah tangga, seperti melakukan pembelian secara langsung ke pasar tradisional. Setiap konsumen harus tetap memenuhi kebutuhan pangan rumah, dikarenakan kebutuhan pangan merupakan kebutuhan dasar bagi setiap manusia. Ditengah pandemi COVID-19, masih banyak masyarakat yang tetap melakukan pembelian kebutuhan pangan secara langsung di pasar tradisional, salah satunya Pasar Jatinegara, Jakarta Timur. Peneliti melihat terdapat beberapa faktor yang mempengaruhi konsumen dalam melakukan pembelian sayuran secara langsung di Pasar Jatinegara ditengah masa pandemi COVID-19. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif, melalui analisis deskriptif statistik dan analisis SEM-PLS dengan aplikasi WarpPLS 7.0. Penelitian ini akan menguji variabel Theory of Planned Behavior, yaitu sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat beli konsumen dan keputusan pembelian konsumen. Adapun tujuan dari penelitian ini yaitu (1) Menganalisis pengaruh sikap terhadap niat beli konsumen akan sayuran di Pasar Jatinegara selama pandemi COVID-19, (2) Menganalisis pengaruh norma subjektif terhadap niat beli konsumen akan sayuran di Pasar Jatinegara selama pandemi COVID-19, (3) Menganalisis pengaruh persepsi kontrol perilaku terhadap niat beli sayuran di Pasar Jatinegara selama pandemi COVID-19, serta (4) Menganalisis pengaruh niat beli konsumen terhadap keputusan pembelian sayuran di Pasar Jatinegara selama pandemi COVID-19. Hasil penelitian menunjukkan bahwa variabel sikap memiliki pengaruh positif dan signifikan terhadap niat beli konsumen. Indikator yang paling mempengaruhi dalam variabel sikap yaitu kenyamanan dalam melakukan pembelian. Variabel norma subjektif memiliki pengaruh yang positif dan signifikan terhadap niat beli konsumen. Indikator yang paling berpengaruh pada norma subjektif yaitu dorongan teman dekat untuk melakukan pembelian. Variabel persepsi kontrol periaku memiliki pengaruh positif dan signifikan terhadap niat beli konsumen. Indikator yang paling mempengaruhi persepsi kontrol perilaku yaitu kemampuan konsumen untuk melakukan pembelian. Sehingga, secara keseluruhan theory of planned behavior memiliki pengaruh signifikan terhadap niat beli konsumen. Variabel niat beli konsumen memiliki pengaruh positif dan siginifikan terhadap keputusan pembelian. Dimana indikator yang paling dibangun oleh variabel niat beli yaitu melaukan pembelian secara berkala. Dan untuk indikator yang dibangun oleh keputusan pembelian yaitu secara keseluruhan merasa puas dalam melakukan pembelian. Untuk penelitian selanjutnya diharapkan untuk memperhatikan indikator baru pada variabel norma subjektif dikarenakan pada penelitian terdahulu variabel tersebut merupakan variabel dengan pengaruh yang paling kecil serta perlu untuk memperluas jangkauan penelitian di tingkat kota.

English Abstract

In the midst of the COVID-19 pandemic, there are restrictions on community activities. One of them is by maximizing all activities through the house. However, household food needs must still be met because food needs are a basic need for every human being. During the COVID-19 pandemic, people want to purchase their food needs directly at Traditional Markets. One of the traditional market is Jatinegara Traditional Market, East Jakarta. Researchers see several factors that influence consumer purchasing decisions that cause consumers still want to purchase vegetables at the Jatinegara Market amid the COVID-19 pandemic. This research was conducted using a quantitative approach, through statistical descriptive analysis and SEM-PLS using WarpPLS 7.0. This research will examine the Theory of Planned Behavior variable on consumer purchase intentions and consumer purchasing decisions. The objectives of this research are : (1) To analyze the effect of attitudes on consumer purchase intentions of vegetables in Jatinegara Traditional Market during the COVID-19 pandemic, (2) To analyze the effect of subjective norms on consumer purchase intentions of vegetables in Jatinegara Traditional Market during the COVID-19 pandemic, (3) Analyzing the effect of perceived behavioral control on vegetable purchase intentions at the Jatinegara Traditional Market during the COVID-19 pandemic, and (4) Analyzing the effect of consumer purchase intentions on vegetable purchasing decisions at the Jatinegara Traditional Market during the COVID-19 pandemic. The results showed that the attitude variable had a positive and significant influence on consumers' purchase intentions. The three indicators that build the attitude variable, namely experience, comfort, and pleasure in making a purchase, have the same effect on the attitude variable to influence consumers' purchase intentions. The subjective norm variable has a positive and significant influence on consumer purchase intentions. The most influential indicator on subjective norms is the family's urge to make a purchase. And the last variable in the theory of planned behavior, namely the perception of behavioral control has a positive and significant influence on consumer purchase intentions. The indicator that most influences the perception of behavioral control is the consumer's ability to make purchases. Thus, the overall theory of planned behavior has a significant influence on consumer purchase intentions. The consumer's purchase intention variable has a positive and significant influence on purchasing decisions. Where the indicator that is most built by the purchase intention variable is making purchases on a regular basis. And for indicators built by purchasing decisions, namely overall feeling satisfied in making a purchase. For further research, it is expected to pay attention to new indicators on the subjective norm variable because in previous studies this variable is the variable with the smallest influence and it is necessary to expand the scope of research at the city level.

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0521040078
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Nur Cholis
Date Deposited:	28 Jan 2022 02:34
Last Modified:	30 Sep 2024 06:17
URI:	http://repository.ub.ac.id/id/eprint/189053

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