Peran Health Consciousness, Perceived Value, Dan Food Safety Concern Pada Attitude Dan Purchase Intentions Produk Makanan Organik Di Yogyakarta
SUKMAWATI, LYA (Adv.: Teguh Budiarto, Drs., M.I.M.), Teguh Budiarto, Drs., M.I.M.
Penelitian ini bertujuan untuk menguji pengaruh health consciousness, perceived value, dan food safety concern terhadap attitude dan purchase intention dalam konteks produk makanan organik di Yogyakarta, serta menguji pengaruh mediasi parsial dari attitude pada masing-masing hubungan antara health consciousness, perceived value, dan food safety concern dengan purchase intention.
Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 150 responden yang berdomisili di Yogyakarta dengan menggunakan kuesioner.
Berdasarkan uji regresi yang telah dilakukan, penelitian ini menunjukkan bahwa health consciousness, perceived value, dan food safety concern berpengaruh secara positif pada attitude . Variabel health consciousness memiliki pengaruh paling besar, sedangkan variabel perceived value berpegaruh tidak signifikan terhadap variabel attitude. Pada penelitian ini, hasil uji mediasi menunjukkan adanya pengaruh parsial attitude pada masing-masing hubungan antara health consciousness, perceived value, dan food safety concern dengan purchase intention.
This study aims to examine the influence of health consciousness, perceived value, dan food safety concern toward attitude and purchase intention of organic food in Yogyakarta as well as trying to test the mediating effects of attitude on the relationship between the health consciousness, perceived value and food safety concern with purchase intention.
This study uses a quantitative approach with survey methods. Data collected from 150 respondents who domiciled in the Yogyakarta area by using a questionnaire.
Based on regression tests have been conducted, this study shows that health consciousness, perceived value and food safety concern positively affect attitude . Findings indicate health consciousness is the most important predictor of attitude while perceived value appears to be the least important motive. This study successfully to see a partial mediating effect of attitude on the each relationship between the health consciousness, perceived value and food safety concern with purchase intention.
Kata Kunci : health consciousness, perceived value, food safety concern, attitude , purchase intention, organic food, produk makanan organik
