ANALISIS NIAT BELI DI USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) LINGKUNGAN SEKOLAH PADA SISWA SMA NEGERI 27 JAKARTA PASCA IMPLEMENTASI PROGRAM MAKAN BERGIZI GRATIS

SHAHIRA LAZUARDY MUROD, . (2026) ANALISIS NIAT BELI DI USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) LINGKUNGAN SEKOLAH PADA SISWA SMA NEGERI 27 JAKARTA PASCA IMPLEMENTASI PROGRAM MAKAN BERGIZI GRATIS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Analisis Niat Beli di Usaha Mikro, Kecil, dan Menengah (UMKM) Lingkungan Sekolah pada Siswa SMA Negeri 27 Jakarta Pasca Implementasi Program Makan Bergizi Gratis. Skripsi. Jakarta. Program Studi Pendidikan Ekonomi. Fakultas Ekonomi dan Bisnis. Universitas Negeri Jakarta. 2026. Penelitian ini bertujuan menganalisis perubahan niat beli siswa SMA Negeri 27 Jakarta terhadap produk UMKM sekolah pasca implementasi Program MBG, mengidentifikasi faktor-faktor yang memengaruhinya, serta menganalisis dampaknya terhadap keberlangsungan usaha UMKM. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus, melibatkan delapan informan yang dipilih secara purposive: lima siswa penerima MBG, dua pelaku UMKM, dan satu Guru/PIC Program MBG. Data dikumpulkan melalui wawancara semi terstruktur dan dokumentasi, kemudian diuji keabsahannya melalui triangulasi sumber, teknik, waktu, dan teori. Hasil penelitian menunjukkan bahwa MBG tidak menghilangkan niat beli siswa terhadap UMKM, melainkan menggeser orientasinya dari pemenuhan kebutuhan makan menjadi pemenuhan keinginan dan variasi produk. Kualitas produk dan kepercayaan menjadi faktor paling dominan dalam membentuk niat beli, diikuti sikap terhadap produk, harga, dan pengaruh teman sebaya. Perubahan niat beli ini berdampak pada penurunan omzet UMKM, namun bersifat tidak langsung karena dimediasi oleh perubahan perilaku konsumsi siswa. Penelitian ini juga menemukan faktor situasional di luar kerangka Theory of Planned Behavior, yaitu waktu penyaluran MBG, yang turut memengaruhi pola pembelian siswa sepanjang hari sekolah. Temuan ini memperkaya kajian niat beli dengan menegaskan bahwa kebijakan publik dapat membentuk perilaku konsumen tidak hanya melalui proses psikologis individu, tetapi juga melalui mekanisme pelaksanaan kebijakan itu sendiri. ***** Analysis of High School Students' Purchase Intention Toward School-Area Micro, Small, and Medium Enterprises (MSMEs) Following the Implementation of Indonesia's Free Nutritious Meals (MBG) Program: A Study at SMA Negeri 27 Jakarta. Thesis. Jakarta. Study Program of Economics Education. Faculty of Economics and Business. Jakarta State University. 2026. This study aims to analyze the change in purchase intention of students at SMA Negeri 27 Jakarta toward school based MSME products following the implementation of the MBG Program, to identify the factors influencing this change, and to examine its impact on the sustainability of MSME businesses. The study employs a descriptive qualitative approach with a case study design, involving eight purposively selected informants: five MBG recipient students, two MSME vendors, and one teacher serving as the school's MBG program coordinator. Data were collected through semi-structured interviews and documentation, and validated through source, method, time, and theory triangulation. The findings show that the MBG Program does not eliminate students' purchase intention toward MSMEs but rather shifts its orientation from need-based to want based consumption. Product quality and trust emerged as the most dominant factors shaping purchase intention, followed by attitude toward the product, price, and peer influence. This shift in purchase intention has led to a decline in MSME revenue, although the effect is indirect, mediated by changes in students' consumption behavior. The study also identifies a situational factor beyond the Theory of Planned Behavior framework the timing of MBG meal distribution which further shapes students' purchasing patterns throughout the school day. These findings contribute to purchase intention literature by demonstrating that public policy can shape consumer behavior not only through individual psychological processes but also through the mechanics of its own implementation.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Dicky Iranto, S.E., M.SE.; 2). Prof. Dr. Rd. Tuty Sariwulan, M.Si.
Subjects:	Ilmu Sosial > Teori Ekonomi Ilmu Sosial > Perdagangan, e-commerce Ilmu Sosial > Kewirausahaan
Divisions:	FE > S1 Pendidikan Ekonomi
Depositing User:	Shahira Lazuardy Murod .
Date Deposited:	19 Aug 2026 03:18
Last Modified:	19 Aug 2026 03:18
URI:	http://repository.unj.ac.id/id/eprint/71894

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