PENGARUH HEALTH CONSCIOUSNESS TERHADAP NIAT BELI PRODUK TEH KEMASAN RENDAH GULA : ANALISIS PERLUASAN TPB

MUHAMAD GHIFARI NANDA PRATAMA WIMARDIAN, . (2025) PENGARUH HEALTH CONSCIOUSNESS TERHADAP NIAT BELI PRODUK TEH KEMASAN RENDAH GULA : ANALISIS PERLUASAN TPB. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran kesehatan, sikap, dan norma subjektif terhadap niat membeli teh kemasan rendah gula. Pendekatan yang digunakan adalah metode kuantitatif dengan teknik purposive sampling, dan melibatkan 310 responden yang berdomisili di Jakarta. Pengumpulan data dilakukan melalui penyebaran kuesioner, sementara analisis data menggunakan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa kesadaran kesehatan berpengaruh positif dan signifikan terhadap niat beli, sikap, serta kontrol perilaku yang dirasakan. Selain itu, sikap, norma subjektif, dan kontrol perilaku yang dirasakan juga terbukti memiliki pengaruh positif dan signifikan terhadap niat membeli teh kemasan rendah gula. ***** This research aims to investigate the impact of health consciousness, attitude, and subjective norms on consumers' intention to purchase low-sugar packaged tea. Utilizing a quantitative research approach, the study applied a purposive sampling method and gathered data from 310 respondents residing in Jakarta. Data were collected through a structured questionnaire and analyzed using the AMOS software. The findings reveal that health consciousness significantly and positively influences purchase intention, attitude, and perceived behavioral control. Furthermore, attitude, subjective norms, and perceived behavioral control each exhibit a positive and significant relationship with purchase intention for low-sugar packaged tea.

Item Type:	Thesis (Magister)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Dr. Christian Wiradendi Wolor, SE., MM.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	MUHAMAD GHIFARI NANDA PRATAMA WIMARDIAN .
Date Deposited:	29 Jul 2025 03:14
Last Modified:	29 Jul 2025 03:14
URI:	http://repository.unj.ac.id/id/eprint/56873

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