PENGARUH ATTITUDE DAN HEALTH CONSCIOUSNESS TERHADAP INTENTION TO PURCHASE ORGANIC FOOD YANG DIMODERASI KNOWLEDGE PADA KONSUMEN DI DKI JAKARTA

APRILIA WAHYU BUDIARTI, . (2025) PENGARUH ATTITUDE DAN HEALTH CONSCIOUSNESS TERHADAP INTENTION TO PURCHASE ORGANIC FOOD YANG DIMODERASI KNOWLEDGE PADA KONSUMEN DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini menguji intention to purchase organic food pada konsumen di DKI Jakarta. Tujuan dilakukannya penelitian yakni mengidentifikasi pengaruh intention to purchase organic food melalui attitude dan health consciousness. Lalu, apakah knowledge dapat memoderasi hubungan attitude dan health consciousness terhadap intention to purchase organic food. Sampel terpilih dalam penelitian sebanyak 248 responden. Dengan kriteria berusia minimal 17 tahun, mengetahui makanan organik, dan berdomisili di DKI Jakarta. Metode kuantitatif digunakan dalam penelitian ini. Hasil penyebaran data kuesioner akan dianalisis melalui SEM PLS menggunakan Smart PLS versi 4.1.1.3. Berdasarkan hasil analisis menunjukkan bahwa attitude berpengaruh secara signifikan terhadap intention to purchase organic food, health consciousness berpengaruh secara signifikan terhadap intention to purchase organic food, knowledge tidak dapat memoderasi hubungan attitude terhadap intention to purchase organic food, dan knowledge tidak dapat memoderasi hubungan health consciousness terhadap intention to purchase organic food. Penelitian ini dapat dijadikan referensi oleh produsen makanan organik untuk mengembangkan strategi jitu guna menaikkan niat membeli makanan organik dengan mengoptimalkan peran sikap dan kesadaran kesehatan pada konsumen di DKI Jakarta. Kata kunci: intention to purchase organic food, attitude, health consciousness, dan knowledge ***** This research examines consumers' intention to purchase organic food in DKI Jakarta. This study aims to identify the influence of intention to purchase organic food through attitude and health consciousness. Furthermore, it investigates whether knowledge can moderate the relationship between attitude and health consciousness towards the intention to purchase organic food. The selected sample in this study consisted of 248 respondents, with the criteria of being at least 17 years old, aware of organic food, and residing in DKI Jakarta. A quantitative method is used in this research. The results of the questionnaire data distribution will be analyzed using SEM PLS with Smart PLS version 4.1.1.3. Based on the analysis results, it shows that attitude significantly effects the intention to purchase organic food, health consciousness significantly affects the intention to purchase organic food, knowledge cannot moderate the relationship between attitude and intention to purchase organic food, and knowledge cannot moderate the relationship between health consciousness and intention to purchase organic food. This research can be used as a reference by organic food producers to develop effective strategies to increase the intention to purchase organic food by optimizing the roles of attitude and health consciousness among consumers in DKI Jakarta. Key words: intention to purchase organic food, attitude, health consciousness, and knowledge

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd. ; 2). Dewi Agustin Pratama Sari, M.S.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Aprilia Wahyu Budiarti .
Date Deposited:	01 Sep 2025 00:52
Last Modified:	01 Sep 2025 00:52
URI:	http://repository.unj.ac.id/id/eprint/62190

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