Pengaruh Pengetahuan tentang Makanan Organik dan Kesadaran Kesehatan Terhadap Niat Pembelian Makanan Organik dengan Sikap Konsumen Sebagai Variabel Mediasi pada Generasi Milenial di Kota Padang
DOI:
https://doi.org/10.37385/msej.v6i4.7975Keywords:
Pengetahuan Makanan Organik, Kesadaran Kesehatan, Sikap Konsumen, Niat Pembelian, Generasi Milenial.Abstract
Meningkatnya kesadaran masyarakat terhadap gaya hidup sehat mendorong perhatian terhadap makanan organik, terutama di kalangan generasi milenial. Penelitian ini bertujuan untuk menganalisis pengaruh pengetahuan tentang makanan organik dan kesadaran kesehatan terhadap niat pembelian makanan organik, dengan sikap konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei pada 120 responden generasi milenial di Kota Padang, dan dianalisis menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa pengetahuan dan kesadaran kesehatan berpengaruh positif dan signifikan terhadap niat pembelian makanan organik, baik secara langsung maupun tidak langsung melalui mediasi sikap konsumen. Temuan ini menggarisbawahi pentingnya peran sikap dalam menjembatani faktor kognitif dan afektif konsumen terhadap intensi perilaku pembelian. Implikasi praktis dari penelitian ini mengarahkan pentingnya edukasi dan kampanye gaya hidup sehat untuk meningkatkan sikap dan niat beli terhadap makanan organik.
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