Analisis Faktor-Faktor yang Mempengaruhi Niat Masyarakat dalam Membeli Produk Organik

Herianto, Herianto (2020) Analisis Faktor-Faktor yang Mempengaruhi Niat Masyarakat dalam Membeli Produk Organik. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari dilakukannya penelitian ini sebagai analisa faktor-faktor yang mempengaruhi niat masyarakat dalam membeli produk organik di Kota Batam. Variabel independen yang digunakan dalam analisis ini adalah attitude, subjective norm, perceived behavioral control, health consciousness dan environment concern. Penelitian ini juga dimoderasi dengan variabel awareness terhadap purchase intention sebagai variabel dependen. Penelitian ini menggunakan 364 responden yang diperoleh dari 384 kuesioner yang dibagikan melalui sarana media online yaitu Google form sebagai sampel yang digunakan menggunakan metode purposive sampling method. Data penelitian yang telah dikumpulkan akan diolah melalui dua program yaitu Statistical Package for Social Sciences (SPSS) dan juga Smart PLS versi 3.0 Hasil penelitian ini menunjukkan bahwa attitude dan subjective norm berpengaruh tidak signifikan kepada purchase intention dalam membeli produk organik sedangkan perceived behavioral control, health consciousness, environment concern dan variabel moderasi awareness berpengaruh signifikan positif terhadap purchase intention dalam membeli produk organik di Kota batam. ********************************************************************** The purpose of this research was to analyze the factors influencing people's intention to buy organic products in Batam. Independent variables used in this analysis were attitude, subjective norm, perceived behavioral control, health consciousness, and environmental concern. This study was also moderated by the variable awareness of purchase intention as the dependent variable. This study used 364 respondents obtained from 384 questionnaires distributed through online media tools, namely Google form as sample used using the purposive sampling method. The research data collected were processed through two programs namely Statistical Package for Social Sciences (SPSS) and also Smart PLS version 3.0 The results of this study indicate that attitude and subjective norm have not significant effect on purchase intention in buying organic products while perceived behavioral control, health awareness, environmental concern, and awareness moderation variables have significant positive effect on purchase intention in buying organic products in Batam.

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