WILLINGNESS TO BUY KONSUMEN PADA MAKANAN ORGANIK IMPOR

Dewi Noor Susanti

Abstract


Pentingnya kesehatan dan lingkungan hidup menyebabkan konsumsi makanan organik mengalami peningkatan yang signifikan pada beberapa tahun terahir. Namun, tidak hanya makanan organik lokal saja yang tersedia di pasar, konsumen juga dihadapkan pada pilihan produk makanan organik impor. Penelitian ini bertujuan untuk menguji pengaruh country of origin, etnosentris konsumen terhadap willingness to buy makanan organik impor dengan sikap konsumen sebagai intervening. Studi ini berlokasi di Daerah Istimewa Yogyakarta (DIY) dengan melibatkan 100 responden sebagai sampel yang diambil dengan menggunakan tehnik purposive sampling. Data yang diperoleh kemudian diolah dengan bantuan software SPSS versi 24.0 dan dianalisis dengan menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa semua pengujian hipotesis dinyatakan diterima. Country of origin terbukti dapat memberikan pengaruh terhadap sikap konsumen dan keinginan untuk membeli. Demikian juga untuk variabel etnosentris konsumen yang berhasil terbukti berpengaruh terhadap sikap konsumen maupun keinginan untuk membeli produk makanan organik impor. Temuan lain dari penelitian ini adalah sikap konsumen merupakan variabel yang mempunyai pengaruh terbesar untuk meningkatkan keinginan untuk membeli produk makanan organik impor. Temuan ini menunjukkan bahwa country of origin, consumer ethnocentrism dapat membentuk sikap konsumen yang baik dan dapat memperkuat willingness to buy makanan organik impor.

 


Keywords


willingness to buy; etnocentris konsumen; country of origin; makanan organik impor

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DOI: http://dx.doi.org/10.35671/probisnis.v13i2.980

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