Pengaruh Atitude dan Health Consciousness terhadap Intention to Purchase Organic Food yang Dimoderasi Knowledge pada Konsumen di DKI Jakarta
DOI:
https://doi.org/10.61722/jemba.v2i4.1221Abstract
Penelitian ini menguji intention to purchase organic food pada konsumen di DKI Jakarta. Penelitian ini bertujuan untuk mengidentifikasi pengaruh intention to purchase organic food melalui attitude dan health consciousness. Lalu, apakah knowledge memoderasi hubungan attitude dan health consciousness terhadap intention to purchase organic food. Sampel penelitian sebanyak 248 responden. berusia minimal 17 tahun, mengetahui makanan organik, dan berdomisili di DKI Jakarta. Metode kuantitatif digunakan dalam penelitian ini. Hasil penyebaran data kuesioner akan dianalisis melalui SEM PLS menggunakan Smart PLS versi 4.1.1.3. Berdasarkan hasil analisis menunjukkan bahwa attitude berpengaruh secara positif dan signifikan terhadap intention to purchase organic food, health consciousness berpengaruh secara positif dan signifikan terhadap intention to purchase organic food, knowledge tidak dapat memoderasi hubungan attitude terhadap intention to purchase organic food, dan knowledge tidak dapat memoderasi hubungan health consciousness terhadap intention to purchase organic food.
Kata Kunci: Attitude; Health Consciousness; Knowledge; Intention to Purchase Organic Food
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