Kautsar, Khumaira Kaulika and Dr. Lusy Asa Akhrani, S.Psi., M.Psi.T (2023) Memahami Peran Sikap terhadap Intensi Mengonsumsi Ikan Pada Generasi Z. Sarjana thesis, Universitas Brawijaya.
Abstract
Indonesia memiliki tingkat konsumsi ikan yang rendah. Hal ini menjadi perhatian mengingat Indonesia merupakan produsen ikan terbesar kedua di dunia dan ikan sendiri terbukti mengandung banyak nutrisi yang baik bagi manusia. Evaluasi berdasarkan pengetahuan baik buruknya suatu perilaku atau ini disebut sebagai sikap, yang mempengaruhi munculnya intensi untuk melakukan perilaku. Maka dari itu, penelitian ini berfokus pada peran sikap terhadap konsumsi ikan pada intensi mengonsumsi ikan. Sampel diambil menggunakan teknik purposive sampling pada Generasi Z dengan total 547 responden. Metode penelitian menggunakan kuantitatif korelasional dengan pengumpulan data menggunakan kuesioner yang disusun oleh Verbeke & Vackier berdasarkan Theory of Planned Behavior dengan aplikasi pada perilaku konsumsi ikan. Teknik analisis data yang digunakan menggunakan analisis regresi linear sederhana. Hasil analisis data kemudian menunjukan bahwa variabel sikap terhadap konsumsi ikan berperan pada intensi mengonsumsi ikan p = 0.000 (p<0.05), sehingga dapat disimpulkan bahwa semakin baiknya sikap terhadap konsumsi ikan maka semakin tingginya pula intensi mengonsumsi ikan.
English Abstract
Indonesia has a low fish consumption rate. This is a concern considering that Indonesia is the second largest fish producer in the world and fish itself is proven to contain many nutrients that are good for humans. Born in the digital era, Generation Z has its own uniqueness, one of which is in the formation of food preferences that can be influenced by food reviewers' reviews. This is also influenced by the rapid receipt and dissemination of information including information about good and bad thing about fish. Evaluation based on knowledge of the good and bad of a behavior or this is referred to as an attitude, which affects the emergence of intentions to perform behavior. Therefore, this study focuses on the role of attitudes towards consuming fish on the intention to consume fish in generation Z. The sample was taken using a purposive sampling technique on generation Z. The sample was taken using purposive sampling technique in Generation Z with a total of 547 Generation Z respondents participating. The research method uses quantitative correlation with data collection using a questionnaire developed by Verbeke & Vackier based on the Theory of Planned Behavior. The data analysis technique used was simple linear regression analysis. The results of data analysis then showed that p = 0.000 (p <0.05) so it can be concluded that there is a role of attitude towards consuming fish on fish consumption intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523110108 |
| Uncontrolled Keywords: | Intensi, Konsumsi Ikan, Sikap, Theory Of Planned Behavior-Attitude, Fish Consumption, Intention, Theory of Planned Behavior |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Psikologi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 24 Apr 2024 07:29 |
| Last Modified: | 24 Apr 2024 07:29 |
| URI: | http://repository.ub.ac.id/id/eprint/218549 |
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