Faktor-Faktor yang Mempengaruhi Perilaku Pembelian Konsumen terhadap Pembelian Produk Makanan Organik Secara Online
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Abstract
Penelitian ini menganalisis faktor-faktor yang memengaruhi sikap dan perilaku pembelian konsumen terhadap produk makanan organik secara daring di negara berkembang. Variabel yang diuji meliputi persepsi terhadap produk organik, kesadaran kesehatan, ketersediaan informasi dan aksesibilitas, nilai uang (value for money), serta kepedulian lingkungan dan etika konsumsi. Penelitian menggunakan pendekatan kuantitatif dengan pengujian hipotesis melalui Structural Equation Modeling (SEM) menggunakan AMOS. Data dikumpulkan dari 750 konsumen yang secara rutin membeli makanan organik secara daring dalam empat bulan terakhir.Hasil penelitian menunjukkan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap sikap konsumen, dan sikap konsumen secara signifikan memengaruhi perilaku pembelian makanan organik secara daring. Temuan ini menegaskan bahwa pembentukan sikap konsumen merupakan mekanisme mediasi utama yang menjembatani pengaruh faktor kesehatan, nilai ekonomi, kualitas informasi, serta kepedulian lingkungan terhadap keputusan pembelian. Kebaruan penelitian ini terletak pada integrasi faktor rasional (nilai ekonomi dan informasi) dan faktor normatif (kesehatan, lingkungan, dan etika) dalam menjelaskan perilaku pembelian makanan organik secara daring di konteks negara berkembang, yang selama ini masih terbatas dalam literatur. Hasil penelitian ini diharapkan dapat memperkaya kajian perilaku konsumen digital serta menjadi dasar perumusan strategi pemasaran produk makanan organik berbasis daring yang berkelanjutan.
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