| NIM | C1H021046 |
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| Namamhs | ANNISA NABIL SALSABILA |
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| Judul Artikel | A STUDY OF PURCHASE INTENTIONS TOWARD ORGANIC RICE IN INDONESIA |
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| Abstrak (Bhs. Indonesia) | Penelitian berjudul “A Study of Purchase Intentions Toward Organic Rice in Indonesia” ini bertujuan untuk menganalisis pengaruh kesadaran kesehatan dan pengetahuan terhadap sikap konsumen, serta dampaknya terhadap niat beli beras organik di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap 201 responden, dengan 164 data valid yang dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Penelitian ini melibatkan empat variabel, yaitu kesadaran kesehatan dan pengetahuan sebagai variabel independen, sikap sebagai variabel mediasi, serta niat beli sebagai variabel dependen. Hasil penelitian menunjukkan bahwa kesadaran kesehatan dan pengetahuan berpengaruh positif signifikan terhadap sikap dan niat beli. Selain itu, sikap berpengaruh positif terhadap niat beli dan memediasi hubungan antara kesadaran kesehatan, pengetahuan, dan niat beli. Hasil deskriptif menunjukkan bahwa responden memiliki tingkat kesadaran kesehatan (4.01), pengetahuan (4.16), sikap (4.27), dan niat beli (4.11) yang tinggi. Hal ini menandakan bahwa konsumen Indonesia sadar akan pentingnya kesehatan, memahami manfaat beras organik, dan memiliki kecenderungan positif untuk membeli. Implikasi penelitian ini adalah produsen perlu meningkatkan literasi kesehatan konsumen, memperkuat sikap positif melalui kualitas produk, serta memperluas strategi pemasaran. Temuan ini menegaskan peran penting kesadaran, pengetahuan, dan sikap konsumen dalam membentuk niat beli produk organik di Indonesia. |
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| Abtrak (Bhs. Inggris) | This research, entitled “A Study of Purchase Intentions Toward Organic Rice in Indonesia,” aims to analyze the effects of health consciousness and knowledge on consumer attitudes and their impact on purchase intention toward organic rice. Using a quantitative survey approach, data were collected from 201 respondents, and 164 valid responses were analyzed using the Structural Equation Modelling, Partial Least Squares (SEM-PLS) method. This research involves four variables: health consciousness and knowledge as independent variables, attitude as a mediating variable, and purchase intention as a dependent variable. The findings reveal that health consciousness and knowledge have significant positive effects on attitude and purchase intention. Moreover, attitude positively influences purchase intention and mediates the relationship between health consciousness, knowledge, and purchase intention. Descriptive results indicate that respondents generally have high levels of health consciousness (4.01), knowledge (4.16), attitude (4.27), and purchase intention (4.11). This suggests that Indonesian consumers are health-conscious, knowledgeable about the benefits of organic rice, and demonstrate a strong tendency to purchase it. The research implies that producers should enhance consumer literacy through health education, strengthen positive attitudes through product quality, and expand marketing access. These findings highlight the important role of health awareness, knowledge, and consumer attitudes in shaping organic product purchase intentions in Indonesia. |
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| Kata kunci | Health Consciousness, Knowledge, Attitude, Purchase Intention |
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| Pembimbing 1 | Dr. Alisa Tri Nawarini, SE,MBA |
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| Pembimbing 2 | |
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| Pembimbing 3 | |
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| Tahun | 2025 |
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| Jumlah Halaman | 34 |
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| Tgl. Entri | 2025-10-17 15:30:48.999475 |
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