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Submitted
30 August 2024
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30 August 2024
Published
26 October 2024
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Abstract

Tujuan penelitian yaitu untuk mengetahui pengaruh kualitas nilai fungsional pangan, norma sosial, inovasi konsumen, kepercayaan hijau (green trust), manfaat makanan organik terhadap niat beli pada konsumen Toko Javaqu Organic Kabupaten Sleman. Metode dalam penelitian ini yaitu menggunakan jenis penelitian kuantitatif. Populasi dalam penelitian ini adalah pada konsumen Toko Javaqu Organic Kabupaten Sleman. Sampel pada penelitian ini sebanyak 100 responden. Teknik pengumpulan data menggunakan kuesioner dengan pengukuran skala likert. Metode analisis data menggunakan analisis regresi linier berganda dengan uji T, uji F, dan R2. Hasil penelitian ini menunjukkan bahwa kualitas nilai fungsional pangan, inovasi konsumen, kepercayaan hijau (green trust), dan manfaat makanan organik berpengaruh positif dan signifikan terhadap niat pembelian produk organik sementara, norma sosial berpengaruh negatif dan tidak signifikan terhadap niat pembelian produk organik.

Keywords

kualitas nilai fungsional pangan norma sosial inovasi konsumen kepercayaan hijau (green trust) manfaat makanan organik niat beli Toko Javaqu Organic

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Copyright (c) 2024 Muhammad Hanif Nursamsul, Anas Hidayat

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Nursamsul, M. H., & Hidayat, A. (2024). Determinan Niat Beli Makanan Organik: Studi Empiris pada Konsumen Toko Javaqu Organic Kabupaten Sleman. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(1), 189–201. Retrieved from https://journal.uii.ac.id/selma/article/view/36208
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