Dini, Fissa Rahma and Prof. Dr. Ir. Syafrial, M.S. (2024) Analisis Faktor-Faktor yang Berpengaruh Terhadap Niat Pembelian Beras Porang “Fukumi” Di Kota Malang (Aplikasi Theory of Planned Behavior). Sarjana thesis, Universitas Brawijaya.
Abstract
Pola konsumsi masyarakat pada masa ini sangat beragam dan tidak sedikit menimbulkan penyakit. Penyakit yang paling banyak ditimbulkan adalah diabetes mellitus dikarenakan gaya hidup yang tidak memperhatikan gizi seimbang. Masalah kesehatan tersebut dapat dikurangi dengan mempertahankan nilai gizi seimbang dalam tubuh dan tidak terjadi obesitas yang disebabkan oleh kadar glukosa yang tinggi. Tanaman porang dapat menjadi pengganti beras apabila dapat diolah dengan sedemikian rupa sehingga tampilan mirip dengan beras akan tetapi kandungan gizi jauh lebih bergizi. Pelopor pertama beras porang di Indonesia yaitu PT Asia Prima Konjac dengan merk Fukumi. Fukumi menjawab solusi untuk permasalahan di kota-kota besar yang menuntut gaya hidup sehat, mudah dibawa, dan praktis hanya dengan diseduh air panas.. Walaupun kandungan gizi beras porang jauh lebih tinggi, namun beras porang kurang diminati konsumen dan tidak merata penjualannya. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi niat pembelian beras porang Fukumi di Kota Malang. Variabel-variabel yang digunakan dalam penelitian ini didasarkan pada Theory of Planned Behavior (TPB), yang menjelaskan ketiga variabel pada TPB mempengaruhi niat pembelian konsumen. Analisis statistik yang digunakan yaitu Structural Equation Modeling – Partial Least Square (SEM-PLS) dengan bantuan software WarPLS 8.0. Populasi penelitian ini yaitu (1) Masyarakat berdomisili Kota Malang (2) Mengetahui beras porang merk Fukumi. Metode yang digunakan untuk menentukan sampel yaitu non probability sampling. Penentuan jumlah sampel menggunakan rumus Lemeshow dengan jumlah minimal 97 responden. Penelitian ini dilakukan pada Bulan Januari 2024. Hasil penelitian menunjukkan bahwa ketiga variabel Theory of Planned Behavior yaitu (1) Attitude toward behavior berpengaruh positif signifikan terhadap niat pembelian beras porang Fukumi dengan nilai path coefficient 0.30 dan P-value <0.001. (2) Subjective Norm berpengaruh positif signifikan terhadap niat pembelian beras porang Fukumi dengan nilai path coefficient 0.31 dan P-value <0.001. (3) Perceived behavioral control berpengaruh positif signifikan terhadap niat pembelian beras porang Fukumi dengan nilai path coefficient 0.32 dan P-value <0.001. Setiap dimensi dari tiap variabel yaitu (1) Attitude Toward Behavior; Behavior belief dan evaluation, terpenuhi dengan nilai 0,917 (2) Subjective Norm ; Normative belief dan Motivation terpenuhi dengan nilai 0,915 (3) Perceived behavioral control; Control belief dan Power of control factor terpenuhi dengan nilai 0,922 (4) Niat pembelian; Ketertarikan dan keinginan, terpenuhi dengan nilai 0,933. Artinya, dapat menjelaskan variabel secara baik dan indikator dapat dipahami oleh responden karena memiliki nilai loading factor lebih dari 0,5. Hasil dari loading factor menunjukkan adanya validitas yang tinggi antar indikator-indikator pada setiap konstruk. Adapun saran untuk Perusahaan yaitu dengan membuat konten iklan yang menekankan gizi dan kelebihan beras porang Fukumi vii kemudian disebarkan melalui Instagram dan tiktok, serta untuk peneliti selanjutnya yaitu dapat lebih mengeksplor dengan cara menambah karakteristik responden dan menambah kriteria responden.
English Abstract
People's consumption patterns at this time are very diverse and cause quite a lot of disease. The most common disease caused is diabetes mellitus due to a lifestyle that does not pay attention to balanced nutrition. These health problems can be reduced by maintaining balanced nutritional value in the body and preventing obesity caused by high glucose levels. The porang plant can be a substitute for rice if it can be processed in such a way that the appearance is similar to rice but the nutritional content is much more nutritious. The first pioneer of porang rice in Indonesia was PT Asia Prima Konjac with the Fukumi brand. Fukumi answers the solution to problems in big cities that demand a healthy lifestyle, is easy to carry, and is practical just by boiling it with hot water. Even though the nutritional content of porang rice is much higher, porang rice is less popular with consumers and is not sold evenly. This research aims to analyze the factors that influence the intention to purchase Fukumi porang rice in Malang City. The variables used in this research are based on the Theory of Planned Behavior (TPB), which explains that the third variable in the TPB influences consumer purchasing intentions. The statistical analysis used is Structural Equation Modeling - Partial Least Square (SEM-PLS) with the help of WarPLS 8.0 software. The population of this study is (1) people living in Malang City (2) familiar with the Fukumi brand of porang rice. The method used to determine the sample is nonprobability sampling. Determining the sample size uses the Lemeshow formula with a minimum number of 97 respondents. This research was conducted in January 2024. The research results show that the three variables of the Theory of Planned Behavior, namely (1) Attitude toward behavior, have a significant positive effect on the intention to purchase Fukumi porang rice with a path coefficient value of 0.30 and P-value <0.001. (2) Subjective Norm has a significant positive effect on the intention to purchase Fukumi porang rice with a path coefficient value of 0.31 and P-value <0.001. (3) Perceived behavioral control has a significant positive effect on the intention to purchase Fukumi porang rice with a path coefficient value of 0.32 and P-value <0.001. Each dimension of each variable is (1) Attitude Toward Behavior; Behavior belief and evaluation, fulfilled with a value of 0.917 (2) Subjective Norm; Normative beliefs and motivation are met with a value of 0.915 (3) Perceived behavioral control; Control belief and Power of control factor were met with a value of 0.922 (4) Purchase intention; Interest and desire are fulfilled with a value of 0.933. This means that it can explain the variables well and the indicators can be understood by respondents because they have a loading factor value of more than 0.5. The results of the loading factors show that there is high validity between the indicators for each construct. The suggestion for the company is to create advertising content that emphasizes the nutrition and advantages of Fukumi porang rice, then distribute it via Instagram and TikTok,and for future researchers, they can explore further by adding the characteristics of respondents and adding to the respondent criteria.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524040210 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 15 May 2024 07:57 |
| Last Modified: | 15 May 2024 07:57 |
| URI: | http://repository.ub.ac.id/id/eprint/218930 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
FISSA RAHMA DINI.pdf Restricted to Registered users only Download (5MB) |
Actions (login required)
 |
View Item |