Analisis Faktor-Faktor yang Mempengaruhi Minat dan Keputusan Pembelian Konsumen Produk Pangan Organik di Supermarket Brastagi Medan
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT DAN
KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PANGAN
ORGANIK DI SUPERMARKET BRASTAGI MEDAN
ABSTRAK
Kesadaran masyarakat untuk memiliki tren gaya hidup sehat telah
berkembang selama dekade terakhir. Gaya hidup sehat mendorong minat
masyarakat mengonsumsi pangan organik. Supermarket Brastagi Medan
merupakan salah satu ritel modern yang memiliki memiliki peluang cukup besar
untuk memasarkan produk pangan organik. Konsumen diharapkan memiliki
preferensi terhadap pangan organik. Kendala yang terjadi adalah konsumen yang
memiliki pendapatan menengah dan menengah ke atas belum menjadi pembeli
rutin. Tujuan penelitian ini adalah menganalisis faktor-faktor yang mempengaruhi
minat dan keputusan beli produk pangan organik. Perumusan masalah penelitian
dalam penelitian ini adalah bagaimana pengaruh sikap, norma subjektif, dan kontrol
perilaku terhadap minat beli pangan organik, bagaimana pengaruh kontrol perilaku
terhadap keputusan beli pangan organik, dan bagaimana pengaruh minat beli terhadap
keputusan beli pangan organik konsumen di Supermarket Brastagi Medan.
Penelitian ini menggunakan pendekatan survei, jenis penelitian ini adalah
deskriptif kuantitatif, dan sifat penelitian ini adalah explanatory research.
Populasi dalam penelitian ini adalah seluruh konsumen yang berbelanja di
Supermarket Brastagi. Metode pengambilan sampel adalah non probability
sampling dengan jumlah sampel sebanyak 100 orang. Teknik pengambilan sampel
dilakukan secara accidental sampling. Pengujian hipotesis dilakukan dengan
menggunakan analisis regresi berganda dan regresi sederhana. Hasil pengujian
pada tingkat signifikansi (α) 5% secara simultan menunjukan bahwa sikap, norma
subjektif, dan kontrol perilaku berpengaruh terhadap minat beli. Hasil pengujian
secara parsial menunjukkan norma subjektif dan kontrol perilaku memiliki
pengaruh signifikan sedangkan sikap tidak memiliki pengaruh signifikan. Kontrol
perilaku memiliki pengaruh dominan terhadap minat beli (0,319) dibandingkan
sikap terhadap minat beli (0,083) dan norma subjektif terhadap minat beli (0,297).
Kontrol perilaku berpengaruh terhadap keputusan membeli pangan organik
sebesar 0,475. Minat beli berpengaruh keputusan membeli pangan organik
konsumen produk pangan organik sebesar 0,400. Penelitian ini diharapkan
menjadi pedoman bagi Supermarket Brastagi selaku pemasar pangan organik
untuk mampu mempertahankan sikap, norma subjektif, kontrol perilaku
konsumen sebagai faktor yang mempengaruhi konsumen membeli pangan
organik, dan minat beli sebagai prediktor yang baik terhadap keputusan beli
pangan organik.
Kata kunci: Sikap, Norma Subjektif, Kontrol Perilaku, Minat Beli, Keputusan
Beli
THE ANALYSIS ON THE FACTORS WHICH INFLUENCE CONSUMERS’
BUYING INTEREST AND DECISION TO BUY ORGANIC FOOD
PRODUCTS IN BRASTAGI SUPERMARKET MEDAN
ABSTRACT
People’s awareness of the trend in having healthy lifestyle has developed
since the last decade. Healthy lifestyle has encouraged people to consume organic
foods. Brastagi Supermarket, Medan, is one of the modern retail stores which
have great opportunity to market its organic food products. Consumers are
expected to have preference to organic foods. The problem is that consumers from
the upper and middle class are not regular customers. The objective of the
research was to analyze some factors which influenced consumers’ interest and
decision to buy organic food products. The problems of the research were as
follows: how about the influence of attitude, subjective norm, and behavioral
control on interest in buying organic foods, how about the influence of behavioral
control on decision to buy organic foods, and how about the influence of buying
interest on consumers’ decision to buy organic foods in Brastagi Supermarket,
Medan. The research used a survey method, and the type of the research was
descriptive quantitative and explanatory research. The population was all
consumers who go shopping to Brastagi Supermarket, and 100 of them were used
as the samples, taken by using accidental sampling technique. The hypothesis was
tested by using multiple regression and simple regression analyses at the
significance level (α) = 5%. It was found that, simultaneously, attitude, subjective
norm, and behavioral control influenced buying interest. Partially, subjective
norm and behavioral control had significant influence, while attitude did not.
Behavioral control had dominant influence on buying interest (0.319) and
subjective norm on buying interest (0.319), compared with attitude (0.083) and
subjective norm (0.297) on buying interest. Behavioral control had the influence
on the decision to buy organic foods (0.475). Buying interest influenced the
decision to buy organic foods at 0.400. This research is expected to become the
guidelines for the management of Brastagi Supermarket as the organic food
marketer in maintaining consumers’ attitude, subjective norm, and behavioral
control as the factors which influence consumers to buy organic foods, and
buying interest as the good predictor for the decision to buy organic foods.
Keywords: Attitude, Subjective Norm, Behavioral Control, Buying Interest,
Decision to Buy
KEPUTUSAN PEMBELIAN KONSUMEN PRODUK PANGAN
ORGANIK DI SUPERMARKET BRASTAGI MEDAN
ABSTRAK
Kesadaran masyarakat untuk memiliki tren gaya hidup sehat telah
berkembang selama dekade terakhir. Gaya hidup sehat mendorong minat
masyarakat mengonsumsi pangan organik. Supermarket Brastagi Medan
merupakan salah satu ritel modern yang memiliki memiliki peluang cukup besar
untuk memasarkan produk pangan organik. Konsumen diharapkan memiliki
preferensi terhadap pangan organik. Kendala yang terjadi adalah konsumen yang
memiliki pendapatan menengah dan menengah ke atas belum menjadi pembeli
rutin. Tujuan penelitian ini adalah menganalisis faktor-faktor yang mempengaruhi
minat dan keputusan beli produk pangan organik. Perumusan masalah penelitian
dalam penelitian ini adalah bagaimana pengaruh sikap, norma subjektif, dan kontrol
perilaku terhadap minat beli pangan organik, bagaimana pengaruh kontrol perilaku
terhadap keputusan beli pangan organik, dan bagaimana pengaruh minat beli terhadap
keputusan beli pangan organik konsumen di Supermarket Brastagi Medan.
Penelitian ini menggunakan pendekatan survei, jenis penelitian ini adalah
deskriptif kuantitatif, dan sifat penelitian ini adalah explanatory research.
Populasi dalam penelitian ini adalah seluruh konsumen yang berbelanja di
Supermarket Brastagi. Metode pengambilan sampel adalah non probability
sampling dengan jumlah sampel sebanyak 100 orang. Teknik pengambilan sampel
dilakukan secara accidental sampling. Pengujian hipotesis dilakukan dengan
menggunakan analisis regresi berganda dan regresi sederhana. Hasil pengujian
pada tingkat signifikansi (α) 5% secara simultan menunjukan bahwa sikap, norma
subjektif, dan kontrol perilaku berpengaruh terhadap minat beli. Hasil pengujian
secara parsial menunjukkan norma subjektif dan kontrol perilaku memiliki
pengaruh signifikan sedangkan sikap tidak memiliki pengaruh signifikan. Kontrol
perilaku memiliki pengaruh dominan terhadap minat beli (0,319) dibandingkan
sikap terhadap minat beli (0,083) dan norma subjektif terhadap minat beli (0,297).
Kontrol perilaku berpengaruh terhadap keputusan membeli pangan organik
sebesar 0,475. Minat beli berpengaruh keputusan membeli pangan organik
konsumen produk pangan organik sebesar 0,400. Penelitian ini diharapkan
menjadi pedoman bagi Supermarket Brastagi selaku pemasar pangan organik
untuk mampu mempertahankan sikap, norma subjektif, kontrol perilaku
konsumen sebagai faktor yang mempengaruhi konsumen membeli pangan
organik, dan minat beli sebagai prediktor yang baik terhadap keputusan beli
pangan organik.
Kata kunci: Sikap, Norma Subjektif, Kontrol Perilaku, Minat Beli, Keputusan
Beli
THE ANALYSIS ON THE FACTORS WHICH INFLUENCE CONSUMERS’
BUYING INTEREST AND DECISION TO BUY ORGANIC FOOD
PRODUCTS IN BRASTAGI SUPERMARKET MEDAN
ABSTRACT
People’s awareness of the trend in having healthy lifestyle has developed
since the last decade. Healthy lifestyle has encouraged people to consume organic
foods. Brastagi Supermarket, Medan, is one of the modern retail stores which
have great opportunity to market its organic food products. Consumers are
expected to have preference to organic foods. The problem is that consumers from
the upper and middle class are not regular customers. The objective of the
research was to analyze some factors which influenced consumers’ interest and
decision to buy organic food products. The problems of the research were as
follows: how about the influence of attitude, subjective norm, and behavioral
control on interest in buying organic foods, how about the influence of behavioral
control on decision to buy organic foods, and how about the influence of buying
interest on consumers’ decision to buy organic foods in Brastagi Supermarket,
Medan. The research used a survey method, and the type of the research was
descriptive quantitative and explanatory research. The population was all
consumers who go shopping to Brastagi Supermarket, and 100 of them were used
as the samples, taken by using accidental sampling technique. The hypothesis was
tested by using multiple regression and simple regression analyses at the
significance level (α) = 5%. It was found that, simultaneously, attitude, subjective
norm, and behavioral control influenced buying interest. Partially, subjective
norm and behavioral control had significant influence, while attitude did not.
Behavioral control had dominant influence on buying interest (0.319) and
subjective norm on buying interest (0.319), compared with attitude (0.083) and
subjective norm (0.297) on buying interest. Behavioral control had the influence
on the decision to buy organic foods (0.475). Buying interest influenced the
decision to buy organic foods at 0.400. This research is expected to become the
guidelines for the management of Brastagi Supermarket as the organic food
marketer in maintaining consumers’ attitude, subjective norm, and behavioral
control as the factors which influence consumers to buy organic foods, and
buying interest as the good predictor for the decision to buy organic foods.
Keywords: Attitude, Subjective Norm, Behavioral Control, Buying Interest,
Decision to Buy