Saragih, Sariah Vica Ermia and Dina Novia Priminingtyas, S.P., M.Si. and Febriananda Faizal, S.P., M.P. (2022) Pengaruh Budaya, Sosial, Pribadi, dan Psikologi Terhadap Keputusan Pembelian Sayur Organik di Pasar Modern Kota Malang Selama Masa Pandemi Covid-19. Sarjana thesis, Universitas Brawijaya.
Abstract
Pertanian organik merupakan sistem pertanian yang pengelolaannya menghindari penggunaan pupuk dan pestisida kimia sintesis dengan prinsip kesehatan, ekologi, keadilan, dan perlindungan. Sayur organik merupakan salah satu produk dari pertanian organik yang sering dikonsumsi oleh masyarakat dan biasanya dipasarkan di pasar modern. Konsumsi sayur organik di Indonesia dipengaruhi oleh perkembangan zaman, tren peduli lingkungan, dan pandemi Covid-19 yang sedang melanda dunia. Selama pandemi Covid-19, masyarakat di Indonesia lebih memilih untuk tetap berbelanja di pasar tradisional meskipun pasar modern menerapkan protokol kesehatan yang lebih ketat. Untuk mengatasi masalah tersebut perlu diketahui faktor yang mempengaruhi perilaku konsumen dalam melakukan keputusan pembelian, sehingga dapat dijadikan acuan dalam proses memaksimalkan minat beli sayuran organik. Tujuan dari penelitian ini yaitu untuk menganalisis karakteristik konsumen sayur organik serta menganalisis pengaruh faktor budaya, faktor sosial, faktor pribadi, dan faktor psikologi terhadap keputusan pembelian sayur organik di pasar modern Kota Malang selama pandemi Covid-19. Penelitian ini menggunakan empat variabel faktor perilaku konsumen yang diuji pengaruhnya dengan variabel keputusan pembelian. Sampel yang digunakan dalam penelitian ini yaitu sebanyak 100 responden dengan metode penentuan sampel non probability sampling dan teknik purposive sampling. Analisis data penelitian ini menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan software WarpPLS 7.0. Hasil penelitian menunjukkan bahwa variabel faktor budaya, faktor sosial, faktor pribadi, dan faktor psikologi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Variabel keputusan pembelian memiliki R2 sebesar 0,590, sehingga dapat disimpulkan bahwa variabel keputusan pembelian dapat dijelaskan oleh variabel faktor budaya, faktor sosial, faktor pribadi, dan faktor psikologi sebesar 59% sedangkan sisanya 41% dijelaskan oleh variabel lainnya di luar penelitian. Faktor psikologi merupakan faktor yang signifikansinya lebih tinggi terhadap keputusan pembelian dibandingkan faktor-faktor lainnya. Pasar modern di Kota Malang disarankan untuk memperhatikan perilaku konsumen pada masa pandemi Covid-19, seperti memperkuat branding produk dan melakukan promosi produk sayur organik dengan memperhatikan faktor psikologi yang dapat meningkatkan motivasi, persepsi, pengetahuan, dan keyakinan konsumen terhadap manfaat dari sayur organik bagi kesehatan tubuh. Contohnya yaitu membuat iklan berupa video animasi dan kuis mengenai sayur organik pada media sosial Instagram. Selain itu, dari faktor sosial dengan cara memperhatikan kualitas seperti penampilan dan kesegaran produk sayur organik yang disediakan, sehingga konsumen puas terhadap produk tersebut dan dapat merekomendasikan produk kepada keluarga, teman, dan orang di sekitar konsumen.
English Abstract
Organic agriculture is an agricultural system whose management avoids the use of synthetic chemical fertilizers and pesticides with the principles of health, ecology, justice, and protection. Organic vegetables are one of the products from organic agricultural that are often consumed by the people and are usually marketed in modern markets. Consumption of organic vegetables in Indonesia is influenced by the times, trends in environmental care, and the Covid-19 pandemic that hit the world. During the Covid-19 pandemic, people in Indonesia prefer to continue shopping at traditional markets even though modern markets implement stricter health protocols. To overcome this problem, it is necessary to know the factors that influence consumer behavior in making purchasing decisions, so that it can be used as a reference in the process of maximizing interest in buying organic vegetables. The purpose of this study is to analyze the characteristics of organic vegetable consumers and analyze the influence of cultural factors, social factors, personal factors, and psychological factors on the decision to purchase organic vegetables in the modern market of Malang City during the Covid-19 pandemic. This study uses four variables of consumer behavior factors that are tested for their influence with the purchasing decision variable. The sample used in this study were 100 respondents with non-probability sampling methods and purposive sampling techniques. The data analysis of this research used the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with the help of WarpPLS 7.0 software. The results of research showed that the variables of cultural factors, social factors, personal factors, and psychological factors had a positive and significant influence on purchasing decisions. The purchasing decision variable has an R2 of 0.590, so it can be concluded that the purchasing decision variable can be explained by cultural factors, social factors, personal factors, and psychological factors by 59% while the remaining 41% is explained by other variables outside the study. Psychological factors are factors that have a higher significance on purchasing decisions than other factors. Modern markets in Malang City are advised to pay attention to consumer behavior during the Covid-19 pandemic, such as strengthening product branding and promoting organic vegetable products by attentioning to psychological factors that can increase motivation, perception, knowledge, and consumer confidence in the benefits of organic vegetables for body health. For example, making advertisements in the form of animated videos and quizzes about organic vegetables on Instagram social media. In addition, from social factors by attentioning to quality such as the appearance and freshness of the organic vegetable products provided, so that consumers are satisfied with these products and can recommend products to family, friends, and people around consumers.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040638 |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 18 Jan 2024 03:49 |
| Last Modified: | 18 Jan 2024 07:06 |
| URI: | http://repository.ub.ac.id/id/eprint/211913 |
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