Permatasari, Nabilah and Dr. Drs.Fatchur Rohman, M. Si., CSm., CMA and Raditha Dwi Vata Hapsari, SE., MM, Ph.D (2024) Pengaruh Health Consciousness, Food Safety Concern, Subjective Norm Dan Perceived Behavioral Control Terhadap Purchase Intention Beras Organik Dengan Attitude Sebagai Variabel Mediasi (Studi Pada Generasi Milenial Di Jawa Timur). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini berfokus pada intensi pembelian beras organik konsumen generasi milenial di Jawa Timur. Tujuan dari penelitian ini adalah menganalisis pengaruh health consciousness, food safety concern, subjective norm, perceived behavioral control terhadap purchase intention yang dimediasi oleh attitude. Populasi di dalam penelitian ini ialah generasi milenial di Jawa Timur yang belum pernah melakukan pembelian terhadap beras organik. Jumlah sampel dalam penelitian ini sebanyak 150 responden dengan menggunakan metode purposive sampling, Teknik analisis yang digunakan adalah Partial Least Square (PLS) menggunakan Aplikasi SmartPLS 3.3.9 Hasil penelitian ini menunjukkan bahwa health consciousness tidak memiliki pengaruh langsung signifikan terhadap purchase intention beras organik, sedangkan food safety concern menunjukkan pengaruh positif. Seluruh variabel dari Theory of Plannes Behavior (TPB) ditemukan berpengaruh langsung terhadap purchase intenion beras orgnaik. Attitude diidentifikasikan sebagai variabel mediasi penuh terhadap hubungan antara health consciousness dan purchase intention. Selanjutnya, Attitude memediasi parsial terhadap hubungan food safety concern dan purchase intention. Penelitian ini berkontribusi untuk memperluas wawasan purchase intention beras organik dengan mempertahankan konstruk dari TPB, yang mampu menjadi mediasi hubungan health consciousness dan food safety concern terhadap purchase intention
English Abstract
This study focuses on the intention of millennial consumers in East Java to purchase organic rice. The objective is to analyze the effects of health consciousness, food safety concern, subjective norm, and perceived behavioral control on purchase intention with the mediation of attitude. The population consists of millennials in East Java who have yet to purchase organic rice. Using purposive sampling, 150 of them were selected as the respondents. The data was analyzed through Partial Least Squares in SmartPLS 3.3.9. This study finds that health consciousness directly has no significant effect on the intention to purchase organic rice and that food safety concern positively influences it. Further, all variables of the Theory of Planned Behavior (TPB) have direct impacts on the said intention, and attitude fully mediates the effects of health consciousness on the purchase intention, while attitude partially mediates the relationship between food safety concern and purchase intention. This research contributes to the expansion of insights about the intention to purchase organic rice while maintaining the constructs of TPB, which are able to mediate the influences of health consciousness and food safety concern on purchase intention.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 042402 |
| Uncontrolled Keywords: | Health Conciousness, Food Safety Concern, Theory of Planned Behavior, Purchase Intention, Beras Organik |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 09 Oct 2024 03:11 |
| Last Modified: | 09 Oct 2024 03:11 |
| URI: | http://repository.ub.ac.id/id/eprint/230460 |
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