Analisis Norma Subjektif, Sikap, dan Intensi Penduduk Jabodetabek dalam Membeli Beras Organik
Abstract
Penelitian ini bertujuan untuk menguji perluasan Teori Perilaku Terencana (TPT) dalam konteks pembelian beras organik, yaitu hubungan antara norma subjektif, sikap, dan intensi dalam hal membeli beras organik oleh konsumen di Jabodetabek. Kuesioner dengan metode kuantitatif diadopsi dan diadaptasi dari studi sebelumnya. Kuesioner diberikan kepada pelanggan di kota Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Sebanyak 220 kuesioner yang terkumpul dianalisis dengan menggunakan analisis regresi berganda dan sederhana. Norma subjektif dan kesadaran akan kesehatan terbukti berpengaruh terhadap sikap membeli beras organik di Jabodetabek. Sikap, persepsi ketersediaan beras, dan pentingnya harga juga terbukti secara positif berpengaruh dan signifikan terhadap intensi membeli beras organik di Jabodetabek. Intensi tersebut secara positif berpengaruh dan signifikan terhadap frekuensi pembelian beras organik di Jabodetabek.
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