Institutional Repository | Satya Wacana Christian University: Pengaruh Pengetahuan dan Sikap Konsumen Akan Nutrition Labeling Terhadap Minat Beli

PENGARUH PENGETAHUAN DAN SIKAP KONSUMEN AKAN
NUTRITION LABELING TERHADAP MINAT BELI
Erlinda Christy Prastica Ayu
Fakultas Ekonomika dan Bisnis
Universitas Kristen Satya Wacana
Abstract

The consumer’s knowledge, which is related with nutrition labeling, is
very necessary in growing the consumer’s buying interest. This research
used SPSS, a regression analysis instrument which is equipped by
intervening variable to process the data. The result of this study showed
that the consumer’s knowledge has positif influences on the consumer’s
attitude toward nutrition labeling. Moreover, the consumer’s attitude
toward Nutrition Labeling has positif influences to the concumer’s buying
interest. This study showed that the higher the consumer’s knowledge
while reading the nutrition labeling, the higher the positive behaviour that
the consumer has toward the nutrition labeling. Therefore, the buying
interest that the consumer has toward a product could grow. Anyhow, the
consumer’s knowledge has a negative influence to the consumer’s buying
interest, thus the consumer’s attitude toward nutrition labeling became an
absolute mediator (intervening) in the influences of Consumer’s

Knowledge toward Consumer’s buying interest.
Key words: Consumer’s Knowledge, Consumer’s Attitude toward
Nutrition Labeling, Consumer’s Buying Interest.

Saripati
Pengetahuan konsumen terkait nutrition labeling sangat diperlukan guna
membentuk sikap konsumen akan nutrition labeling sehingga
menumbuhkan minat beli konsumen. Penelitian ini menggunakan SPSS
Statistic, alat analisis regresi dengan variabel intervening untuk mengolah
data. Hasil penelitian menunjukkan pengetahuan konsumen berpengaruh
positif terhadap sikap konsumen akan nutrition labeling dan sikap
konsumen akan nutrition labeling berpengaruh positif terhadap minat beli.
Hal tersebut menunjukkan bahwa pengetahuan konsumen yang baik dalam
membaca nutrition labeling berpengaruh pada sikap konsumen yang
positif pula akan nutrition labeling sehingga menumbuhkan minat beli
konsumen terhadap produk tersebut. Akan tetapi, pengetahuan konsumen
berpengaruh negatif terhadap minat beli konsumen, sehingga sikap
konsumen akan nutrition labeling memediasi (intervening) secara mutlak
pengaruh pengetahuan konsumen terhadap minat beli konsumen.
Kata kunci : Pengetahuan, Sikap Konsumen akan Nutrition Labeling,

Minat Beli
i