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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.
