MINAT PEMBELIAN PRODUK ORGANIK DI INDONESIA : THEORY PLANNED BEHAVIOR YANG DIKEMBANGKAN DAN PENGETAHUAN PRODUK ORGANIK.

Vigory Gloriman Manalu

Abstract


ABSTRAK

Saat ini indonesia mencatat luas pertanian organik setiap tahunya mengalami peningkatan namun tidak diiringi dengan operator yang terlibat dalam kegiatan pertanian organik yang sejalan dan cenderung fluktuatif. Di Indonesia,  deptartemen pertanian telah mencanangkan program “Go Organik 2010” dimana program tersebut bertujuan agar para petani dan konsumen untuk hidup sehat. Dalam mempengaruhi minat beli produk organik tidaklah mudah dan cenderung rumit sehingga dibutuhkan determinasi pengetahuan (knowledge) produk organik yang harus diberikan kepada konsumen. Penelitian bertujuan untuk mengetahui hubungan antara norma subjektif dan sikap pada minat pembelian produk organik dan efek mediasi dengan menggunakan variabel pengetahuan produk ramah lingkungan. Untuk menguji model yang diusulkan, maka pengumpulan data dilakukan melalui kuesioner online dengan menggunakan pendekatan purposive sampling. Responden yang dipilih adalah mereka yang pernah membeli dan memiliki keininginan untuk membeli produk pangan organik. Dari kuesioner yang telah terkumpul ada 217 responden yang terkumpul. Hasil penelitian menunjukkan bahwa variabel Knowledge of Green Product tidak dapat memediasi hubungan antara norma subjektif dan sikap pada minat pembelian produk organik pada konsumen di Indonesia.

Kata kunci: NormaSubjektif, Sikap, Pengetahuan Produk Ramah Lingkungan, Minat Pembelian Produk Organik

 

ABSTRACT

Currently, Indonesia records that the area of organic farming has increased every year, but it is not accompanied by operators involved in organic farming activities which are consistent and tend to fluctuate. In Indonesia, the Department of Agriculture has launched the "Go Organic 2010" program where the program aims to encourage farmers and consumers to live healthily. In influencing the buying interest of organic products is not easy and tends to be complicated, so it takes the determination of the knowledge (knowledge) of organic products that must be given to consumers.This study aims to determine the relationship between subjective norms and attitudes towards purchasing interest in organic products and the effect of mediation by using environmentally friendly product knowledge variables. To test the proposed model, data collection was carried out through an online questionnaire using a purposive sampling approach. Respondents selected are those who have purchased and have the desire to purcahse organic food products. From the questionnaire that has been collected there are 217 respondents who were collected. The results showed that the variable Knowledge of Green Product not mediate the relationship between subjective norms and attitudes towards buying interest in organic products in Indonesian consumers.

Keywords: Subjective Norm, Attitude, Knowledeg of Green Product, Green Food Purchase Intention


Keywords


Norma Subjektif, Sikap, Pengetahuan Produk Ramah Lingkungan, Minat Pembelian Produk Organik

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DOI: http://dx.doi.org/10.36355/jas.v4i2.415

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