INTERVENSI VARIABEL KEBIASAAN DALAM PENGUJIAN TEORI PEMBELIAN TERENCANA PADA PRODUK DAGING OLAHAN

CHARLA NASTITI A, Dr. Ir. Suci Paramitasari S., MM.

2014 | Skripsi | ILMU DAN INDUSTRI PETERNAKAN

Tujuan penelitian adalah mengidentifikasi pengaruh sikap, norma subjektif, kontrol keperilakuan dan kebiasaan terhadap niat membeli dan menganalisis pengaruh niat membeli dan kontrol keperilakuan terhadap perilaku pembelian daging olahan. Penelitian yang dilakukan dengan survei melibatkan 150 ibu yang bekerja, pengambilan sampel ditentukan dengan purposive sampling yang didasarkan pertimbangan responden mampu memberikan informasi. Instrumen yang digunakan adalah kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data dilakukan dengan analisis regresi linier sederhana dan berganda. Hasil penelitian menunjukkan bahwa variabel sikap (p<0,01), kontrol keperilakuan (p<0,01) dan kebiasaan (p<0,01) berpengaruh terhadap niat beli, namun norma subjektif (p>0,05) tidak berpengaruh terhadap niat beli tersebut. Sebesar 42% niat membeli dijelaskan oleh variabel sikap, norma subjektif, kontrol keperilakuan dan kebiasaan. Secara independen diketahui variabel niat (p<0,01) maupun kontrol keperilakuan (p<0,01) berpengaruh terhadap perilaku pembelian produk daging olahan. Perilaku pembelian produk daging olahan ditentukan variabel niat sebesar 45%. Perilaku pembelian produk daging olahan ditentukan variabel kontrol keperilakuan sebesar 31%.

The objectives of the study were to identifity the influence of attitude, subjective norm, perceived behavior control and habit on intention and to analyze the influence of intention and perceived behavioral control to the behavior of buying processed meat product. One hundred fifty (150) working housewives, determined by sampling method were used in the study. The instrument was used questionnaire that had been analized for the validity and reliability. Data were analyzed by simple and multiple regression analysis. The results indicated that attitude (p<0,01), perceived control (p<0,01) and habit (p<0,01) variables had influence to the intention, however that norm subjective (p>0,05) had no significant influnce to the intention of buying processed meat product. There were 42% of the intention of buying there were indicated by attitude, subjective norm, perceived control and habit variables. Independently, it could be seen that both intention variable (p<0,01) and perceived behavior control variable (p<0,01) had influence to the behavior of buying processed meat product. The behavior of buying processed meat product explained by intention variable were 45%. The behavior of buying processed meat product explained by perceived behavior control variable were 31%.

Kata Kunci : Kebiasaan, Teori Pembelian Terencana, Daging Olahan)