INTEGRASI STRATEGI DIGITAL DAN FAKTOR PSIKOLOGIS DALAM PEMBENTUKAN NIAT BELI: STUDI PADA PRODUK PEMANIS ALAMI STEVIA

ERIKA SHOFIA FARADYSA, . (2026) INTEGRASI STRATEGI DIGITAL DAN FAKTOR PSIKOLOGIS DALAM PEMBENTUKAN NIAT BELI: STUDI PADA PRODUK PEMANIS ALAMI STEVIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Meningkatnya prevalensi penyakit metabolik telah memicu pergeseran perilaku konsumen menuju gaya hidup sehat. Namun, tingginya kesadaran kesehatan masyarakat, khususnya di wilayah DKI Jakarta, belum sepenuhnya terkonversi menjadi keputusan pembelian produk pemanis alami Stevia secara optimal. Penelitian ini bertujuan untuk menganalisis pengaruh Health Consciousness, Social Media Marketing, dan Electronic Word-of-Mouth (eWOM) terhadap Purchase Intention, dengan Attitude sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah calon konsumen yang berdomisili di lima wilayah Kota Administrasi Jakarta. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling, yang menghasilkan total sampel sebanyak 250 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner daring. Analisis data dilakukan menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS versi 4.0. Hasil penelitian membuktikan bahwa Health Consciousness, Social Media Marketing, dan Electronic Word-of-Mouth (eWOM) memiliki pengaruh positif dan signifikan, baik terhadap Attitude maupun terhadap Purchase Intention. Temuan penelitian menyoroti bahwa Attitude merupakan prediktor terkuat terhadap niat beli. Selain itu, Attitude terbukti berperan signifikan sebagai mediator yang menjembatani pengaruh faktor kesehatan dan stimulus pemasaran digital terhadap keputusan pembelian. Hal ini menunjukkan bahwa pembentukan sikap positif adalah tahapan krusial dalam proses pengambilan keputusan konsumen. Implikasi praktis penelitian ini menyarankan pelaku industri untuk memprioritaskan strategi pembentukan sikap (attitude building) melalui konten edukatif yang menghibur dan pemanfaatan ulasan positif guna membangun kepercayaan konsumen. Kata kunci: Health Consciousness, Social Media Marketing, Electronic Word-Of-Mouth, Attitude, Purchase Intention ***** The increasing prevalence of metabolic diseases has triggered a shift in consumer behavior toward a healthy lifestyle. However, high public health awareness, particularly in the DKI Jakarta region, has not been fully translated into optimal purchasing decisions for Stevia natural sweetener products. This study aims to analyze the influence of Health Consciousness, Social Media Marketing, and Electronic Word-of-Mouth (eWOM) on Purchase Intention, with Attitude as a mediating variable. This study employs a quantitative approach. The population consists of potential consumers residing in the five administrative cities of Jakarta. The sampling technique utilized was non-probability sampling with a purposive sampling method, resulting in a total sample of 250 respondents. Data collection was conducted through the distribution of online questionnaires. Data analysis was performed using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) assisted by SmartPLS software version 4.0. The results demonstrate that Health Consciousness, Social Media Marketing, and Electronic Word-of-Mouth (eWOM) have a positive and significant influence on both Attitude and Purchase Intention. The findings highlight that Attitude is the strongest predictor of purchase intention. Furthermore, Attitude is proven to play a significant role as a mediator bridging the influence of health factors and digital marketing stimuli on purchasing decisions. This indicates that forming a positive attitude is a crucial stage in the consumer decision-making process. The practical implications of this study suggest that industry players prioritize attitude-building strategies through educational and entertaining content, as well as the utilization of positive reviews to build consumer trust. Keywords: Health Consciousness, Social Media Marketing, Electronic Word-Of-Mouth, Attitude, Purchase Intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Andrian Haro, S.Si., M.M. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Erika Shofia Faradysa .
Date Deposited:	05 Feb 2026 04:10
Last Modified:	05 Feb 2026 04:10
URI:	http://repository.unj.ac.id/id/eprint/64871

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