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

p

ada 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.

THE ANALYSIS ON THE FACTORS WHICH INFLUENCE CONSUMERS’

BUYING INTEREST AND DECISION TO BUY ORGANIC F OOD

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.