Sabakti, Kukuh Swan Sri and Prof.Ir. Ratya Anindita, and Dr. Riyanti Isaskar, (2022) Persepsi Konsumen Terhadap Perilaku Pembelian Sayuran Organik Dengan Pendekatan Teori Perilaku Terencana. Magister thesis, Universitas Brawijaya.
Abstract
Permintaan pangan organik (PO) menunjukan adanya peningkatan yang sangat pesat diseluruh dunia sebesar 15-20 persen per tahun, hal ini menunjukan terjadinya pola perubahan gaya hidup masyarakat. Perkembangan konsumsi pangan organik di Indonesia masih sangat terbatas ditunjukan oleh perbedaan antara tingkat produksi dan konsumsi, tingginya pengeluaran dan rendahnya konsumsi merupakan tanda permasalahan keterjangkauan. Kendala dalam peningkatan konsumsi sayuran oganik ini menyiratkan salah satu penyebabnya adalah harga, aspek lain dalam menghambat konsumen dalam membeli sayuran organik kemungkinan besar disebabkan oleh persepsi dan preferensi konsumen itu sendiri. Konsumen dalam menentukan suatu produk yang akan dikomsumsi dipengaruhi oleh beberapa faktor yang berbeda. Teori perilaku terencana telah diadopsi oleh banyak peneliti dan dianggap sebagai model yang berguna untuk mengeksplorasi niat perilaku individu dan perilaku aktualnya. Penelitian ini memiliki lima tujuan, yaitu: (1) Mendiskpsikan karakteristik konsumen terhadap produk sayuran organik di kota malang. (2) Menganalisis pengaruh persepsi konsumen terhadap preferensi sayuran organik. (3) Menganalisis pengaruh preferensi konsumen terhadap niat pembelian sayuran organik. (4) Menganalisis pengaruh persepsi terhadap niat pembelian sayuran organik. (5) Menganalisis pengaruh sikap, norma subjektif, dan kontrol perilaku terhadap perilaku pembelian sayuran organik melaui niat. Jenis penelitian tergolong penelitian explanatoris, lokasi penelitian dilakukan di Kota Malang yang ditentukan secara purposive sampling dengan jumlah sampel 80 namun pada akhir penelitian didaptkan 128 responden. Metode analisis menggunakan Structural Equation Model (SEM) dengan software WarpPLS 7.0. Pengambilan data pada penelitian ini dilakukan dengan menyebar kuesioner secara online. Hasil penelitian menunjukan sampel responden sayuran organik di Kota Malang mayoritas wanita jika dibangdikan dengan pria (60%:40%), mayoritas responden berada dalam rentang usia 18-29 tahun (73%), mayoritas responden dalam tingkat pendidikan telah menyelesaikan pendidikan sarjana S1 (72%), mayoritas responden dalam status perkawinannya belum kawin (60%), mayoritas responden memiliki status perkerjaan sebagai Buruh/Karyawan (40%), mayoritas jumlah keluarga responden 3-4 orang (55%) dan memiliki rata-rata pendapatan perbulan <Rp.2.000.000-Rp.5.000.000 (86%). Hasil analisis SEM-PLS menunjukan variabel persepsi konsumen berpengaruh terhadap variabel preferensi konsumen (0.821:<0.001). Variabel preferensi konsumen berhasil memediasi hubungan antara variabel persepsi terhadap variabel niat (0.322:<0.001). Variabel preferensi (0.392:<0.001) dan variabel kontrol perilaku (0.344:<0.001) berpengaruh terhadap variabel niat. Variabel kontrol perilaku (0.346:<0.001) dan niat (0.189:0.013) berpengaruh terhadap perilaku pembelian aktual sayuran organik. Terdapat tiga jalur yang tidak berpengaruh terhadap model ini yaitu variabel persepsi (-0.026:0.383), sikap (0.017:0.089) dan norma subjektif (0.010:0.457) terhadap variabel niat konsumen. xi Berdasarkan hasil penelitian yang dilakukan konsumen cenderung memiliki persepsi yang baik terkait atribut kualitas dan keamanan pangan namun harga yang mahal dan sebaran lokasi/saluran distribusi yang kurang baik bisa menurunkan nilai yang dirasakan konsumen. Konsumen menunjukan preferensi yang baik didasarkan kesadaran kesehatan mereka didalam sikap konsumen didominasi oleh sikap ultilitarian dan keyakinan normatif yang mempengaruhi konsumen dipengaruhi oleh keluarga meski demikian konsumen lebih banyak mengetahui sayuran organik melalui media. Niat konsumen dalam membeli dan mengkonsumsi sayuran organik cukup baik namun dalam perilaku pembelian sayuran organik belum menjadi rutinitas belanja bulanan meski demikian konsumen bersedia membayar mahal untuk sayuran organik. Saran yang dapat diberikan dalam penelitian ini, Pelaku usaha diharapkan dapat mengkomunikasikan insyarat kualitas sayuran organik dengan memertimbangkan media sebagai alat komunikasi yang efektif terkait nilai-nilai fungsional yang terkandung dalam sayuran organik serta menetapkan standarisasi, labeling, informasi kandungan nutrisi, faktor manfaat sayuran organik dapat dikomunikasikan seperti keamanan pangan yang berdampak pada kesehatan dan lingkungan dan perlu adanya pendekatan dengan kelompok referensi yang menjadi bagian dari target pemasaran. Pemerintah diharapkan tidak hanya berfokus pada komoditi ekspor yang menyebabkan lahan pada komoditi sayuran organik menurun yang akan berdampak pada ketersediaanya di pasaran, dengan lebih gencar mengajak para petani melakukan budidaya sayuran organik sehingga pasokan sayuran organik semakin banyak dan harga sayuran organik tidak terlalu tinggi
English Abstract
The demand for organic food (PO) shows a very rapid increase throughout the world by 15-20 percent per year, this shows a pattern of changes in people's lifestyles. The development of organic food consumption in Indonesia is still very limited, as indicated by the difference between production and consumption levels, high spending and low consumption are signs of the problem of affordability. This constraint in increasing consumption of organic vegetables implies that one of the causes is price, another aspect that hinders consumers from buying organic vegetables is most likely caused by the perceptions and preferences of consumers themselves. Consumers in determining a product to be consumed are influenced by several different factors. The theory of planned behavior has been adopted by many researchers and is considered a useful model for exploring individual behavioral intentions and actual behavior. This research has five objectives, namely: (1) Describing consumer characteristics of organic vegetable products in the city of Malang. (2) Analyzing the influence of consumer perceptions on preferences for organic vegetables. (3) Analyzing the effect of consumer preferences on the purchase intention of organic vegetables. (4) Analyzing the effect of perception on the purchase intention of organic vegetables. (5) Analyzing the influence of attitudes, subjective norms, and behavioral control on buying behavior of organic vegetables through intention. This type of research is classified as explanatory research, the research location is in Malang City which is determined by purposive sampling with a sample size of 80 but at the end of the study 128 respondents were found. The analysis method uses Structural Equation Model (SEM) with WarpPLS 7.0 software. Data collection in this study was carried out by distributing online questionnaires. The results showed that the majority of respondents in the organic vegetable sample in Malang City were women when compared to men (60%:40%), the majority of respondents were in the age range of 18-29 years (73%), the majority of respondents in the education level had completed undergraduate education. (72%), the majority of respondents are unmarried (60%), the majority of respondents have employment status as laborers/employees (40%), the majority of respondents' families are 3-4 people (55%) and have an average monthly income <Rp.2,000,000-Rp.5,000,000 (86%). The results of the SEM-PLS analysis show that the consumer perception variable has an effect on the consumer preference variable (0.821: <0.001). The consumer preference variable succeeded in mediating the relationship between the perception variable and the intention variable (0.322: <0.001). The preference variable (0.392:<0.001) and the behavioral control variable (0.344:<0.001) had an effect on the intention variable. Behavioral control variables (0.346: <0.001) and intentions (0.189:0.013) affect the actual buying behavior of organic vegetables. There are three paths that have no effect on this model, namely the perception variable (-0.026:0.383), attitude (0.017:0.089) and subjective norm (0.010:0.457) on the consumer intention variable. xiii Based on research conducted, consumers tend to have good perceptions regarding the quality of attributes and food, but high prices and poor distribution of locations/distribution channels can reduce the perceived value of consumers. Consumers show good preferences based on their health awareness in consumer attitudes which are dominated by utilitarian attitudes and normative beliefs that affect consumers are influenced by families, even though consumers know organic vegetables through the media. The consumer's intention to buy and consume organic vegetables is good, but the buying behavior of organic vegetables has not become a monthly shopping routine even though consumers pay dearly for organic vegetables. Suggestions that can be given in this study, business actors are expected to be able to communicate the quality signals of organic vegetables by considering the media as an effective communication tool related to the functional values contained in organic vegetables and to establish standardization, labeling, information on nutritional content, and the benefits of organic vegetables. communicated such as food safety that has an impact on health and the environment and the need for an approach with reference groups that are part of the marketing target. It is hoped that the government will not only focus on export commodities which cause land for organic vegetable commodities to decline which will have an impact on its availability in the market, by more aggressively inviting farmers to cultivate organic vegetables so that the supply of organic vegetables will increase and the price of organic vegetables will not be too high
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422040029 |
| Uncontrolled Keywords: | Consumer Behavior, Organic Vegetables, Perceptions, Preferences, Perilaku Konsumen, Sayuran Organik, Persepsi, Preferensi, |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | S2/S3 > Magister Bioteknologi Agroindustri, Fakultas Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 Dec 2022 02:39 |
| Last Modified: | 30 Dec 2022 02:39 |
| URI: | http://repository.ub.ac.id/id/eprint/196456 |
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