Pengaruh sikap dan norma subjektif individu terhadap kecenderungan mengonsumsi kuliner lokal

Missy, Anggelina Cicilya and Surya, Adi (2024) Pengaruh sikap dan norma subjektif individu terhadap kecenderungan mengonsumsi kuliner lokal. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia merupakan negara yang dikenal dengan kekayaan kulinernya, keberagaman ini dipengaruhi oleh faktor-faktor seperti ketersediaan sumber daya alam, kondisi geografis dan kebudayaan yang heterogen, hal ini mengakibatkan kuliner Indonesia dikenal secara luas oleh masyarakat dunia. Meskipun kuliner Indonesia telah mendapat pengakuan secara global, kuliner lokal justru mengalami penurunan minat jika dibandingkan dengan kuliner non-lokal. Kuliner non-lokal masih menjadi pilihan utama masyarakat Indonesia dalam konsumsi sehari hari, kecenderungan masyarakat untuk memilih kuliner non-lokal berpotensi mengancam keberlanjutan kuliner lokal Indonesia. Pemahaman lebih lanjut mengenai faktor-faktor psikologis berdasarkan Theory Reasoned Action, diterapkan pada penelitian ini, dengan tujuan untuk mengeksplorasi apakah sikap dan norma subjektif individu memiliki kontribusi dalam membentuk kecenderungan mengonsumsi kuliner. Pengumpulan data dalam penelitian ini dilakukan melalui survei yang disebarkan secara daring melalui instrumen kuesioner daring berupa Google Form dan diukur menggunakan skala likert 1-6. Sasaran populasi dalam penelitian ini adalah masyarakat Indonesia secara keseluruhan, pria maupun wanita berdomisili di dalam dan luar Jabodetabek. Proses pengumpulan data dilakukan selama periode September hingga Oktober 2023 dan berhasil memperoleh 103 responden, data yang telah terkumpul dianalisis menggunakan metode analisis statisktik multivariat structural equation modelling (SEM) dan teknik sampling non-probability dengan menerapkan convenience random sampling. Data yang telah terkumpul kemudian diolah menggunakan alat uji validitas Smart PLS 3. Hasil dari penelitian menunjukan bahwa variabel independen sikap memengaruhi variabel dependen kecenderungan mengonsumsi kuliner lokal positif sebesar 0,500 dan signifikan sebesar 5,640, begitu juga dengan variabel independen norma subjektif mempengaruhi variabel dependen kecenderungan konsumsi kuliner lokal positif sebesar 0,396 dan signifikan sebesar 4,992. Simpulan berdasarkan hasil data yang telah diolah menunjukan bahwa sikap dan norma subjektif individu berpengaruh pada kecenderungan mengonsumsi kuliner lokal, dengan sikap (faktor internal) sebagai penunjang utama dalam kecenderungan mengonsumsi kuliner lokal. / Indonesia is renowned for its culinary richness, influenced by factors such as the availability of natural resources, geographical conditions, and heterogeneous culture. This has led to widespread global recognition of Indonesian cuisine. Despite global acclaim, local culinary preferences in Indonesia have experienced a decline compared to non-local options. Non-local cuisines remain the primary choice for daily consumption, posing a potential threat to the sustainability of local Indonesian cuisine. Further understanding of the psychological factors based on the Theory of Reasoned Action is applied in this research. The aim is to explore whether individual attitudes and subjective norms contribute to the inclination to consume culinary offerings. Data collection was conducted through an online survey using a Google Form questionnaire with Likert scale ratings from 1 to 6. The target population for this study includes individuals residing both within and outside the Jabodetabek area. Data collection took place from September to October 2023, with a total of 103 respondents obtained through convenience random sampling. The collected data were analyzed using multivariate structural equation modeling (SEM) and Smart PLS 3 for validity testing. The research findings indicate that the independent variable of attitude positively influences the dependent variable of inclination to consume local cuisine by 0.500 with a significance of 5.640. Similarly, the independent variable of subjective norm positively influences the dependent variable of inclination to consume local cuisine by 0.396 with a significance of 4.992. Conclusions drawn from the processed data suggest that individual attitudes and subjective norms have an impact on the inclination to consume local cuisine, with attitude (an internal factor) being the primary supporter of the inclination to consume local cuisine.

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