Pengaruh manfaat pada kesehatan, kepedulian lingkungan, sensorik, harga, kepercayaan konsumen, dan nilai yang dirasakan terhadap intensi pembelian makanan organik di Greenly Galaxy Mall 1 Surabaya = Effect of health benefits, environmental awareness, sensory, price, consumer trust, and perceived value on purchase intention of organic food at greenly galaxy mall 1 Surabaya

Setyabudi, Howard Verne (2021) Pengaruh manfaat pada kesehatan, kepedulian lingkungan, sensorik, harga, kepercayaan konsumen, dan nilai yang dirasakan terhadap intensi pembelian makanan organik di Greenly Galaxy Mall 1 Surabaya = Effect of health benefits, environmental awareness, sensory, price, consumer trust, and perceived value on purchase intention of organic food at greenly galaxy mall 1 Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan penelitian ini adalah untuk menganalisis dan menguji: 1) apakah manfaat pada kesehatan berpengaruh secara positif terhadap intensi pembelian makanan organik, 2) apakah kepedulian lingkungan berpengaruh secara positif terhadap intensi pembelian makanan organik, 3) apakah sensorik berpengaruh secara positif terhadap intensi pembelian makanan organik, 4) apakah harga berpengaruh secara negatif terhadap intensi pembelian makanan organik, 5) apakah kepercayaan konsumen berpengaruh secara positif terhadap intensi pembelian makanan organik, 6) apakah nilai yang dirasakan berpengaruh secara positif terhadap intensi pembelian makanan organik. Penelitian ini menggunakan metode survei. Instrumen kuesioner digunakan untuk mengumpulkan data. Target populasi penelitian adalah seluruh konsumen Greenly. Jumlah sampel ditentukan sebanyak 400. Teknik pengambilan sampel dilakukan dengan accidental sampling. Analisis data menggunakan program SmartPLS dengan pendekatan partial least square-structural equation modelling. Hasil penelitian menunjukkan bahwa manfaat pada kesehatan berpengaruh secara positif terhadap intensi pembelian, kepedulian lingkungan berpengaruh secara positif terhadap intensi pembelian, sensorik tidak berpengaruh secara positif terhadap intensi pembelian, harga tidak berpengaruh secara negatif terhadap intensi pembelian, kepercayaan konsumen berpengaruh secara positif terhadap intensi pembelian, nilai yang dirasakan berpengaruh secara positif terhadap intensi pembelian./The purpose of this study was to analyze and test: 1) whether the health benefits have a positive effect on the purchase intention of organic food, 2) whether environmental awareness has a positive effect on the purchase intention of organic food, 3) whether sensory has a positive effect on the purchase intention of organic food , 4) whether the price has a negative effect on the purchase intention of organic food, 5) whether the consumer's trust has a positive effect on the purchase intention of organic food, 6) whether the perceived value has a positive effect on the purchase intention of organic food. This study uses a survey method. The questionnaire instrument was used to collect data. The research population target is all Greenly consumers. The number of samples was determined to be 400. The sampling technique was carried out by accidental sampling. Data analysis used the SmartPLS program with the partial least square-structural equation modeling approach. The results showed that health benefits had a positive effect on purchase intentions, environmental awareness had a positive effect on purchase intentions, sensory had no positive effect on purchase intentions, price had no negative effect on purchase intentions, consumer’s trust had a positive effect on purchase intentions, perceived value has a positive effect on purchase intention.

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