Faktor-Faktor yang Memengaruhi Niat Pembelian Konsumen Terhadap Makanan Hasil Olahan Teknologi Freeze Drying

Alfa Yolanda Putri Yulianti, Boyke Rudy Purnomo, S.E., M.M., Ph.D., CFP.

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan untuk menganalisis niat pembelian masyarakat terhadap produk makanan hasil teknologi freeze drying dengan mengukur pengaruh enam variabel independent, yaitu: motivasi kompetensi, otonomi, keterhubungan (berdasarkan self-determination theory), serta persepsi nilai kesehatan, emosional, dan kenyamanan (berdasarkan teori persepsi nilai). Selain itu, penelitian ini juga menguji peran mediasi sikap konsumen dalam memengaruhi niat pembelian, yang diadaptasi dari theory of planned behavior. Penelitian ini menggunakan desain eksplanatori dengan metode pengambilan sampel purposive sampling. Penentuan ukuran sampel mengikuti aturan 10-times rule, dan data dianalisis menggunakan teknik partial least squares-structural equation modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa dari 13 hipotesis yang diuji, 7 hipotesis diterima dan 6 hipotesis ditolak. Temuan penelitian ini memberikan wawasan penting terkait faktor-faktor yang memengaruhi niat pembelian produk makanan hasil teknologi freeze drying. Hasil penelitian ini diharapkan dapat menjadi acuan bagi pengusaha dan pelaku industri untuk mengembangkan strategi pemasaran yang lebih efektif, sekaligus mendukung pengembangan model bisnis berbasis teknologi freeze drying yang kompetitif di pasar global.

This study aims to analyze consumer purchase intention for food products produced using freeze-drying technology by examining the influence of six independent variables: competence motivation, autonomy, relatedness (based on self-determination theory), as well as health, emotional, and convenience value perceptions (based on value perception theory). Additionally, the study investigates the mediating role of consumer attitudes in shaping purchase intentions, as adapted from the theory of planned behavior. An explanatory research design was employed, with purposive sampling used for participant selection. The sample size was determined using the 10-times rule, and data were analyzed using partial least squares-structural equation modeling (PLS-SEM). The findings reveal that out of 13 hypotheses tested, 7 were supported while 6 were rejected. These results offer valuable insights into the factors influencing purchase intentions for freeze-dried food products. The findings are expected to serve as a reference for businesses and industry players in developing more effective marketing strategies while fostering the creation of competitive, freeze-drying-based business models in the global market.

Kata Kunci : Teknologi Freeze Drying, Persepsi Nilai, Self-Determination Theory, Theory of Planned Behavior