Diana, Nadila (2017) Perilaku Mengkonsumsi Pangan Lokal: Aplikasi Theory Of Planned Behavior (TPB). Sarjana thesis, Universitas Brawijaya.
Abstract
Dukungan terhadap gerakan pangan lokal sebagai alternatif sistem pangan menjadi isu penting di berbagai negara di dunia tidak terkecuali di Indonesia. Pemerintah mempromosikan gerakan pangan lokal melalui UU no 22 Tahun 2009 yaitu mengenai kebijakan “Percepatan Penganekaragaman Konsumsi Pangan Berbasis Sumber Daya Lokal”. Kebijakan ini bertujuan untuk mewujudkan konsumsi masyarakat yang beragam, bergizi, seimbang dan aman, serta bertujuan untuk mengurangi konsumsi beras yang selama ini menjadi pangan utama di kalangan masyarakat. Namun, upaya diversifikasi pangan melalui pemanfaatan pangan lokal tersebut belum menunjukkan hasil yang diharapkan. Hal tersebut diakibatkan oleh beberapa kelemahan dari kebijakan pemerintah dan juga kurangnya informasi mengenai perilaku konsumen terhadap pangan lokal. Tujuan dari penelitian ini yaitu menganalisis perilaku konsumsi masyarakat terhadap pangan lokal dengan mengaplikasikan Theory of Planned Behavior (TPB). Produk pangan lokal yang diteliti adalah pangan nasi jagung. Responden yang dipilih adalah kunsumen yang sedang melakukan pembelian nasi jagung. Teknik pengumpulan data yang dilakukan melalui survei dengan instrumen kuesioner. Teknik analisis data yang digunakan yaitu Structural Equation Modelling-Parsial Least Square (SEM-PLS) dengan menggunakan program WarpPLS 5.0 dengan 100 responden. Hasil yang ditemukan adalah sikap membeli nasi jagung, norma subjektif membeli nasi jagung, dan kendali perilaku membeli nasi jagung berpengaruh positif terhadap niat membeli nasi jagung. Dari ketiga faktor yang mempengaruhi niat membeli nasi jagung ditemukan bahwasanya sikap adalah prediktor utama dalam mempengaruhi niat pembelian nasi jagung. Kemudian dilanjutkan oleh kendali perilaku dan norma subjektif. Niat pembelian nasi jagung berpengaruh positif terhadap perilaku pembelian nasi jagung. Selain itu, kendali perilaku ditemukan berpengaruh langsung terhadap perilaku pembelian nasi jagung. Berdasarkan hasil yang diperoleh, saran yang dapat diberikan adalah: Pertama, memasukan pengajaran tentang manfaat pangan lokal di pendidikan sekolah. Kedua, adanya ajakan melalui organisasi lokal kepada masyarakat setempat untuk mengkonsumsi pangan lokal. Ketiga, tenaga penjual nasi jagung perlu mendekati kelompok referensi bagi konsumen seperti orang tua, teman dekat, dan dokter. Keempat, tenaga penjual nasi jagung perlu memberikan kemudahan berupa harga yang terjangkau dan memberikan ketersediaan nasi jagung di warung-warung agar memudahkan konsumen dalam membeli nasi jagung.
English Abstract
One of the alternative food systems which are local food movement endorsement becomes a crucial issue in various countries over the world including Indonesia. The government promotes the local food movement through Law No. 22 of 2009 regarding “Accelerating the Diversification of Food Consumption Based on Local Resources". The policy aims to manifest the community diverse consumptions which are nutritive, balanced, and safe. Moreover, intend to reduce the rice consumption which has been the main food among the community. However, the diversify efforts through this method has not been able to give the expected outcome. This is due to the weakness of government policy and the lack of information about consumer behavior towards local food. The purpose of this study was to analyze the society consumption’s behavior against local food by applying Theory of Planned Behavior (TPB). The local food product being studied was corn rice. Selected respondents were consumer who purcashing corn rice. Questionnaire instrument was being used in the survey data collection techniques. The data analysis technique was Structural Equation Modeling-Partial Least Square (SEM-PLS) by using WarpPLS 5.0 program on a sample 100 respondent. The obtained results showed that the attitude of purchase corn rice, the subjective norm of purchase corn rice, and the control of purchase behavior of corn rice had a positive effect on corn rices purchase intention. Based on these factors, it has been found that attitude as the main predictor which influences the corn rice purchase intention. Then it followed by perceived behavioral control and subjective norms. Hence, corn rice purchase intention has a positive influence on corn rice purchase behavior. Moreover, the result showed that the perceived of behavioral control directly influence on corn rice purchase behavior. Based on the outcome, there are suggestions that shall be given: First, include teaching about the benefits of local food in school education. Secondly, there is a call through local organizations to local people to consume local food. Third, corn sales people need to approach reference groups for consumers such as parents, close friends, and doctors. Fourth, corn sales people need to provide convenience in the form of an affordable price and provide the availability of corn rice in the stalls to facilitate consumers in buying corn rice.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2017/399/051707628 |
| Uncontrolled Keywords: | Pangan Lokal, Sistem Pangan, Theory of Planned Behavior (TPB) |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 10 Nov 2017 02:02 |
| Last Modified: | 07 Mar 2023 08:56 |
| URI: | http://repository.ub.ac.id/id/eprint/5246 |
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