Faktor penentu niat beli produk organik di kalangan generasi z di Indonesia

  • Ledy Yolanda 
    Universitas Terbuka
    Indonesia
  • Sabna Ainazah Fatikhah
    Universitas Terbuka
    Indonesia

Abstract

Kesadaran Generasi Z terhadap isu kesehatan dan lingkungan semakin meningkat, namun pemahaman mengenai faktor psikologis yang memengaruhi niat pembelian produk organik, khususnya buah dan sayur, masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh perceived consumer effectiveness (PCE), perceived healthiness (PH), dan subjective norms (SN) terhadap purchase intention (PI) produk organik di kalangan Generasi Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif dan verifikatif. Data dikumpulkan melalui survei online dari 300 responden Generasi Z yang dipilih menggunakan purposive sampling. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa PCE (β = 0,35, p < 0,01), PH (β = 0,28, p < 0,05), dan SN (β = 0,22, p < 0,05) berpengaruh signifikan terhadap PI, dengan PCE sebagai faktor dominan. Temuan ini memberikan wawasan baru tentang pentingnya faktor psikologis dalam membentuk niat pembelian produk organik. Penelitian ini merekomendasikan agar pemasar menekankan manfaat lingkungan dan kesehatan dalam strategi pemasaran serta mengembangkan kampanye berbasis komunitas untuk meningkatkan norma subjektif di kalangan Generasi Z
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