PENGARUH BERBAGAI NILAI MAKANAN ORGANIK TERHADAP KEPERCAYAAN DAN SIKAP MASYARAKAT DALAM MELAKUKAN PEMBELIAN

Febby Lionna, Suyono Saputra

Abstract


ABSTRAK

Pertumbuhan makanan organik menjadi salah satu perkembangan yang terus meningkat dari tahun demi tahun, termasuk di Negara Indonesia. Tujuan daripada penelitian ini dilakukan adalah untuk membuktikan hubungan diantara nilai nilai apa yang dapat mempengaruhi kepercayaan dan menentukan sikap konsumen dalam membeli makanan organik. Terdapat dua metode yang digunakan yaitu SPSS (Statistical Product and Service Solutions) dan PLS (Partial Least Square). populasi yang dipergunakan merupakan masyarakat generasi X dan generasi Y di Kota Batam, kemudian sampel yang digunakan pada penelitian ini merupakan warga masyarakat Kota Batam dengan rentang usia 23-57 tahun yang pernah mengonsumsi dan tertarik terhadap makanan organik. Berdasarkan pada hasil penelitian, bahwa kaum generasi X dan Y menganggap bahwa pembelian makanan organik dengan harga yang lebih mahal tidak menjadi sebuah permasalahan dan mereka bersedia mengeluarkan pengeluaran lebih untuk membeli makanan organik, terutama bagi mereka yang telah memiliki pengeluaran diatas rata rata umk di Kota Batam. Hal ini menunjukkan dukungan mereka terhadap makanan organik demi kebutuhan kesehatan.

Kata Kunci:  Makanan Organik, Niat Beli, Nilai.

ABSTRACT

The growth of organik food is one of the developments that continues to increase from year to year, including in Indonesia. The aim of this research was to prove the relationship between values that can influence trust and determine consumer attitudes in purchasing organik food. There are two methods used, SPSS (Statistical Product and Service Solutions) and PLS (Partial Least Square). The population used is generation X and generation Y people in Batam City, then the sample used in this research is Batam City residents with an age range of 23-57 years who have consumed and are interested in organik food. Based on the research results, the generation X and Y considers that purchasing organik food at higher prices is not a problem and they are willing to spend more to buy organik food, especially for those who already have expenditures above the average for the average population in Batam City. This shows their support for organik food for health needs.

Keywords: Organik Food, Purchase Intention, Value.


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DOI: http://dx.doi.org/10.35906/equili.v13i1.1862

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