Prasetyoningrum, Sri Utami Budi and Dr. Zainal Abidin, S.Pi., MP., MBA (2021) Pengaruh Food Safety Concern dan Brand Awareness Terhadap Perceived Risk Of Covid 19 dan Purchase Intention Produk Cedea Seafood di DKI Jakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Tahun 2020 dikabarkan bahwa terdapat wabah virus Covid-19 pertama kali di Wuhan, China. Pandemi ini telah menimbulkan bentuk permintaan konsumen yang baru dan juga merubah perilaku konsumen. Dimasa pandemi Covid-19 masyarakat cenderung untuk membeli makanan yang praktis untuk disajikan. Selain itu, masyarakat juga lebih memperhatikan akan kesehatan, kehigienisan dan kualitas dari suatu produk untuk mengurangi resiko penularan Covid-19, sehingga masyarakat akan memilih produk dengan merek terpercaya (Brand Awareness) yang Masalah Keamanan Pangannya (Food Safety Concern) terjamin. Salah satu produk perikanan siap saji yaitu berupa frozen food (makanan beku). Covid-19 ini memiliki dampak positif yaitu meningkatnya penjualan online pada sektor makanan dan minuman secara drastis. Bisnis frozen food merupakan bisnis dibidang makanan yang cukup menjanjikan dimasa pandemi ini. CEDEA Seafood merupakan salah satu frozen food yang terbuat dari ikan olahan dan memiliki standar keamanan pangan berupa Halal, BPOM, HACCP, GMP dan ISO 22000. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis: (1) hubungan food safety concern terhadap purchase intention; (2) hubungan brand awareness terhadap purchase intention; (3) peran perceived risk dalam memediasi hubungan antara food safety concern terhadap purchase intention; dan (4) peran perceived risk dalam memediasi hubungan antara brand awareness terhadap purchase intention produk CEDEA Seafood. Penelitian ini menggunakan sampel sebanyak 150 orang yang sudah pernah membeli produk dari CEDEA Seafood minimal 1 kali pembelian dengan rentang waktu minimal 1,5 tahun terakhir yang terhitung dari Juli 2021, berdomisili di DKI Jakarta serta dengan kriteria usia minimal 17 tahun, kemudian data dianalisis menggunakan WarpPLS. Hasil dari penelitian ini menunjukkan bahwa food safety concern (X1) memiliki pengaruh signifikan terhadap purchase intention (Y) dengan nilai p-value sebesar 0,013 dan nilai path coefficient sebesar 0,176, brand awareness (X2) memiliki pengaruh signifikan terhadap purchase intention (Y) dengan nilai p-value sebesar <0,001 dan nilai path coefficient sebesar 0,649, perceived risk (X3) memiliki pengaruh yang tidak nyata terhadap purchase intention (Y) dengan nilai p-value sebesar 0,159 dan nilai path coefficient sebesar -0,080, food safety concern (X1) memiliki pengaruh yang tidak nyata terhadap purchase intention (Y) yang dimediasi oleh perceived risk (X3) dengan nilai p-value sebesar 0,372 dan nilai path coefficient sebesar 0,019, brand awareness (X2) memiliki pengaruh yang tidak nyata terhadap purchase intention (Y) yang dimediasi oleh perceived risk (X3) dengan nilai p-value sebesar 0,376 dan nilai path coefficient sebesar 0,018.viii Saran yang dapat dilakukan pada penelitian selanjutnya yaitu dengan memperluas ataupun memperkuat variabel penelitian, rentang waktu yang lebih panjang dan melakukan pengembangan model. Selain itu, hasil penelitian ini juga dapat dijadikan saran bagi pengelola CEDEA Seafood dalam mempertahankan penerapan food safety concern dan juga meningkatkan strategi pemasaran produk CEDEA Seafood.
English Abstract
In 2020 it was reported that there was the first Covid-19 virus in Wuhan, China. This pandemic has created new forms of consumer demand and has also changed consumer behavior. During the Covid-19 pandemic, people tend to buy food that is practical to serve. In addition, the public also pays more concerned about the health, hygiene and quality of a product to reduce the risk of Covid-19 transmission, so that people will choose products with trusted brands (Brand Awareness) whose Food Safety Concerns is guaranteed. One of the ready-to-eat fishery products is frozen food. Covid-19 has a positive impact, namely increasing online sales in the food and beverage sector drastically. Frozen food business is a business in the field of food that is quite promising in this pandemic period. CEDEA Seafood is a frozen foods made from processed fish and has food safety standards in the form of Halal, BPOM, HACCP, GMP and ISO 22000. The purpose of this study is to fine out and analyze: (1) the relationship between food safety concern and purchase intentions; (2) brand awareness relationship towards purchase intention; (3) perceived risk role in mediating the relationship between food safety concern and purchase intention; and (4) perceived risk role in mediating the relationship between brand awareness to CEDEA Seafood product purchase intentions. This study used a sample of 150 people who had purchased products from CEDEA Seafood at least less than 1 purchase with a time span of the least 1.5 years as of July 2021, domiciled in DKI Jakarta and with age criteria of at least 17 years, then the data was analyzed using WarpPLS. The results of this study showed that food safety concern (X1) had a significant influence on purchase intention (Y) with a p-value of 0.013 and a path coefficient value of 0.176, brand awareness (X2) had a significant influence on purchase intention (Y) with p-value <0.001 and path coefficient value 0.649, perceived risk (X3) having an unreal influence on purchase intention (Y) with a pvalue of 0.159 and path coefficient value of -0.080, food safety concern (X1) has an unreal effect on purchase intention (Y) mediated by perceived risk (X3) with a p-value of 0.372 and a path coefficient value of 0.019, brand awareness (X2) has an insignificant effect on purchase intention (Y) mediated by perceived risk (X3) with a p-value of 0.376 and a path coefficient value of 0.018. Suggestions that can be done in future research are to expand or strengthen research variables, take a longer time span and model development. In addition, the results of this study can also be used as advice for CEDEA Seafood managers in maintaining the implementation of food safety concerns and also improving CEDEA Seafood product marketing strategies.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521080193 |
| Uncontrolled Keywords: | masalah keamanan pangan, kesadaran merek, persepsi risiko, dan minat beli, food safety concern, brand awareness, perceived risk, and purchase intention. |
| Subjects: | 300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing) |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan |
| Depositing User: | Zainul Mustofa |
| Date Deposited: | 15 Jun 2022 07:46 |
| Last Modified: | 15 Jun 2022 07:46 |
| URI: | http://repository.ub.ac.id/id/eprint/191211 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
SRI UTAMI BUDI PRASETYONINGRUM.pdf Restricted to Registered users only until 31 December 2023. Download (5MB) |
Actions (login required)
 |
View Item |