Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian Sayur Organik (Kasus Ibu Rumah Tangga di Kota Malang)

Rika Ismania Susanti, Abdul Wahib Muhaimin, Hery Toiba
  Habitat,,  pp.122-128  

Abstract


Makanan organik diseluruh dunia semakin populer dan konsumen makanan organik sedang meningkat. Namun, informasi tentang perilaku konsumen terhadap pembelian makanan organik khususnya sayur organik di negara berkembang seperti di Indonesia, masih sangat kurang. Sehingga, tujuan penelitian ini yaitu meneliti faktor-faktor apasaja yang mempengaruhi niat pembelian sayur organik khususnya ibu rumahtangga. Lokasi penelitian dilakukan di Kelurahan Sawojajar yang dipilih secara purposive. Sampel penelitian merupakan ibu rumah tangga sampel berjumlah 120 orang yang dipilih secara purposive. Metode analisis data menggunakan Stuctural Equation Modeling (SEM) dengan program AMOS. Hasilnya menunjukkan, pengetahuan dan informasi pada label sayur organik berpengaruh positif dan signifikan terhadap sikap, kemudian ketiga variabel theory planned behavior yaitu sikap, norma subjektif dan persepsi kontrol perilaku juga terbukti berpengaruh positif dan signifikan terhadap niat pembelian ibu rumahtangga pada sayur organik.

Keywords


sayur organik; niat pembelian

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