Norma subjektif dan sikap dalam mendorong minat beli generasi milenial terhadap organic food

Authors

  • Ilham Karin Rizkiawan Fakultas Bisnis dan Ekonomi, Universitas ‘Aisyiyah Surakarta
  • Nurul Aisah Fakultas Bisnis dan Ekonomi, Universitas ‘Aisyiyah Surakarta
  • Fahman Hadi Utomo Fakultas Bisnis dan Ekonomi, Universitas ‘Aisyiyah Surakarta

DOI:

https://doi.org/10.53088/jmdb.v4i3.1111

Keywords:

Subjective norm, Organic food, Attitude, Purchase Interest

Abstract

This study aims to understand a person's perception of other people's beliefs and how it affects their decision to buy organic food. This study also evaluates the influence of subjective norms and attitudes on the interest in buying organic food among the millennial generation in Karangmalang Village, Sragen. The object of this study was in Karangmalang Village, Sragen. The method used was quantitative, with data analysis using Partial Least Square (PLS), and involved 152 respondents as research samples. The findings showed that subject norms had a significant positive effect both directly and indirectly on consumer purchasing interest and attitudes. Implications of this study Millennial awareness of health opens up opportunities for producers to increase production and availability of organic food. Producers must explain the differences and advantages of organic food in order to attract young consumers' buying interest.

References

Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796–822. https://doi.org/10.1080/09640568.2020.1785404

Ainun, W. O. N., Tasmita, Y. N., & Irsan. (2022). Pengaruh Sikap, Kesadaran Wajib Pajak, dan Pengetahuan Perpajakan Terhadap Kepatuhan Wajib Pajak Dalam Membayar Pajak Bumi dan Bangunan di Kecamatan Pasarwajo Kabupaten Buton. KAMPUA : Jurnal Ilmiah Akuntansi, 1, 72–78.

Anggelina, J., & Japarianto, E. (2014). Analisis Pengaruh Sikap, Subjective Norm dan Perceived Behavioral Control Terhadap Purchase Intention Pelanggan SOGO Department Store di Tunjungan Plaza Surabaya. Jurnal Strategi Pemasaran, 2(1), 1–7.

Aziz, S., Afaq, Z., & Muhammad, L. (2020). The Role of Media, Word of Mouth, and Subjective Norms in determining Attitude and Intentions to Purchase Family Takaful ¯ Schemes. Journal of Islamic Business and Management (JIBM), 10(01), 110–130. https://doi.org/10.26501/jibm/2020.1001-008

Bai, L., Wang, M., & Gong, S. (2019). Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness. Sustainability, 11(11), 3045. https://doi.org/10.3390/su11113045

Bashir, A. M., Bayat, A., Olutuase, S. O., & Abdul Latiff, Z. A. (2019). Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modelling. Journal of Food Products Marketing, 25(1), 26–48. https://doi.org/10.1080/10454446.2018.1452813

Boobalan, K., Nawaz, N., Harindranath, R. M., & Gajenderan, V. (2021). Influence of altruistic motives on organic food purchase: Theory of planned behavior. Sustainability (Switzerland), 13(11), 1–14. https://doi.org/10.3390/su13116023

Chen, H.-S., Liang, C.-H., Liao, S.-Y., & Kuo, H.-Y. (2020). Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services. Sustainability, 12(23), 10177. https://doi.org/10.3390/su122310177

de Magistris, T., & Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 110(9), 929–947. https://doi.org/10.1108/00070700810900620

Ermiati, C., Amanah, D., Utami, S., & Harahap, D. A. (2021). Minat Beli Konsumen Terhadap Sayuran Organik Pada Pasar Tradisional Ditinjau Dari Persepsi Harga Dan Sikap Konsumen (Studi Pada Pasar Sambas Medan). Tirtayasa Ekonomika, 16(2), 282. https://doi.org/10.35448/jte.v16i2.10324

Hanafiah, M. H., & Hamdan, N. A. A. (2021). Determinants of Muslim travellers Halal food consumption attitude and behavioural intentions. Journal of Islamic Marketing, 12(6), 1197–1218. https://doi.org/10.1108/JIMA-09-2019-0195

Hasan, H. N., & Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived Behavioral Control towards Organic Food Purchase Intention. Journal of Management and Business Environment (JMBE), 1(2), 132. https://doi.org/10.24167/jmbe.v1i2.2260

Hidayaty, N., Ginting, G., & Kurniawati, K. (2022). Pengaruh Relationship Quality, Brand Experience Dan Desain Produk Dengan Minat Beli Sebagai Variabel Intervening Terhadap Keputusan Pembelian Produk Peralatan Rumah Tangga. Jurnal Pendidikan Ekonomi (JURKAMI), 7(1), 138–156. https://doi.org/10.31932/jpe.v7i1.1515

Intayos, H., Netpradit, N., & Samutachak, B. (2021). a Causal Effect of Customer Relationship Management, Attitude, Subjective Norm, Perceived Behavioral Control of Customer Affecting Purchase Intention To Using Anti-Aging Business in Thailand. ABAC Journal, 41(1), 121–145.

Jung, H. J., Choi, Y. J., & Oh, K. W. (2020). Influencing Factors of Chinese Consumers’ Purchase Intention to Sustainable Apparel Products: Exploring Consumer “Attitude–Behavioral Intention” Gap. Sustainability, 12(5), 1770. https://doi.org/10.3390/su12051770

Kasapa, A., Monoarfa, M. A. S., & Ismail, Y. L. (2024). Kajian Faktor Sikap Dan Promosi Dalam Membentuk Minat Beli Kemeja Wanita Di Shopee. Jurnal Ekonomi Manajemen, 28(3), 72–85.

Kashif, M., Zarkada, A., & Ramayah, T. (2018). The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically. Total Quality Management & Business Excellence, 29(5–6), 481–501. https://doi.org/10.1080/14783363.2016.1209970

Khorniawati, M. (2014). Produk Pertanian Organik Di Indonesia: Tinjauan Atas Preferensi Konsumen Indonesia Terhadap Produk Pertanian Organik Lokal. Journal of Chemical Information and Modeling, 8(2), 171–182.

Komariyah, F., & Farhan, A. (2020). Pengaruh Persepsi Masyarakat Terhadap Keputusan Menjadi Nasabah Bank Syariah Studi Kasus Pada Masyarakat Kota Sidoarjo Dan Surabaya. Media Mahardhika, 18(3), 341–344. https://doi.org/10.29062/mahardika.v18i3.172

Krisnayanto, Panyahuti, Gunawan, A. A. N., Windiarti, I. S., Nasution, U. B., Rosini, Utomo, S. T., & Asuhadi, S. (2024). Investigating the Role of Digital Transformation, Digital Knowledge Management and Digital Innovation on Sustainable Performance (SDG) of SMES. Journal of Lifestyle and SDGs Review, 4(3), e02047. https://doi.org/10.47172/2965-730X.SDGsReview.v4.n03.pe02047

Laureti, T., & Benedetti, I. (2018). Exploring pro-environmental food purchasing behaviour: An empirical analysis of Italian consumers. Journal of Cleaner Production, 172, 3367–3378. https://doi.org/https://doi.org/10.1016/j.jclepro.2017.11.086

Listyarti, I. (2019). Pengambilan Keputusan Investasi Investor di Pasar Modal Indonesia Ditinjau dari Teori Reasoned Action. Journal of Business & Banking, 7(2), 237–250. https://doi.org/10.14414/jbb.v7i2.1461

Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral Norm Is The Key: An Extension Of The Theory Of Planned Behaviour (TPB) On Chinese Consumers’ Green Purchase Intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823–1841. https://doi.org/10.1108/APJML-05-2019-0285

Nanda, B., & Wahyono. (1981). Faktor Yang Mempengaruhi Minat Beli Konsumen Di Toko Online. Contemporary Physics, 22(1), 37–60. https://doi.org/10.1080/00107518108231514

Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The Influence Of Electronic Word Of Mouth And Perceived Value On Green Purchase Intention In Vietnam. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2023.2292797

Nystrand, B. T., & Olsen, S. O. (2020). Consumers’ attitudes and intentions toward consuming functional foods in Norway. Food Quality and Preference, 80(August 2019), 103827. https://doi.org/10.1016/j.foodqual.2019.103827

Paramita, A., Ali, H., & Dwikoco, F. (2022). Pengaruh Labelisasi Halal, Kualitas Produk, Dan Minat Beli Terhadap Keputusan Pembelian (Literatute Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(2), 660–669. https://doi.org/10.38035/jmpis.v3i2.1128

Peruzzi, M. R., Alfiandi, M. F., & Gunadi, W. (2023). Anteseden Pembelian Makanan Organik di Indonesia. Journal of Economics and Business UBS, 12(2), 1019–1035. https://doi.org/10.52644/joeb.v12i2.196

Putri, C. S. (2016). Pengaruh media sosial terhadap keputusan pembelian konsumen cherie melalui minat beli. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 1(5), 594–603.

Rosalin, I., Barkah, B., & Pebrianti, W. (2022). Pengaruh Kesadaran Kesehatan dan Perceived Barriers terhadap Attitude toward Organic Food dan Dampaknya terhadap Minat Beli (Studi Kasus Pada Konsumen Muda di Kota Pontianak). Equator Journal of Management and Entrepreneurship (EJME), 10(04), 168. https://doi.org/10.26418/ejme.v10i04.58578

Sabakti, K., Anindita, R., & Isaskar, R. (2022). Consumer Perceptions of Buying Behavior of Organic Vegetables with Planned Behavior Theory Approach. Habitat, 33(3), 320–331. https://doi.org/10.21776/ub.habitat.2022.033.3.30

Sutikno, V., & Anandya, D. (2021). Faktor Yang Mempengaruhi Green Purchase Behavior Generasi Milenial Di Indonesia. Jurnal MEBIS (Manajemen Dan Bisnis), 6(1), 23–30. https://doi.org/10.33005/mebis.v6i1.161

Tahir, M. I., Martini, A., Yayuningsih, S., Khuan, H., Prasetyarini, L., Jumintono, Ambarwati, R., & Utomo, S. T. (2023). Exploring the Role of Leader Member Exchange on Job Satisfaction and Employee Performance: an Empirical Study in Indonesian MSMEs. Journal of Law and Sustainable Development, 11(3), e771. https://doi.org/10.55908/sdgs.v11i3.771

Testa, F., Sarti, S., & Frey, M. (2019). Are green consumers really green? Exploring the factors behind the actual consumption of organic food products. Business Strategy and the Environment, 28(2), 327–338. https://doi.org/10.1002/bse.2234

Thøgersen, J., & Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation – The case of organic food. Journal of Marketing Management, 28(3–4), 313–333. https://doi.org/10.1080/0267257X.2012.658834

Wahidmurni. (2017). Green Purchase Intention On The Millenial Generation In Indonesia. Creative Research Management Journal, 6, 2588–2593.

Waskito, D., Ananto, M., & Rezza, A. (2014). Persepsi Konsumen Terhadap Makanan Organik Di Yogyakarta. Pelita - Jurnal Penelitian Mahasiswa UNY, 9(01), 36–48.

Wijayaningtyas, M., & Nainggolan, T. H. (2019). Minat Beli Konsumen Generasi Milenial Terhadap Rumah Tinggal Dengan Konsep Green Building. 12, 1–35.

Wirasukessa, K., & Sanica, I. G. (2023). Fear of Missing Out Dan Hedonisme Pada Perilaku Konsumtif Millennials: Peran Mediasi Subjective Norm Dan Attitude. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(1), 156–175. https://doi.org/10.31955/mea.v7i1.2887

Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132(May 2019), 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053

Downloads

Published

2024-12-20

How to Cite

Rizkiawan, I. K., Aisah, N., & Utomo, F. H. (2024). Norma subjektif dan sikap dalam mendorong minat beli generasi milenial terhadap organic food. Journal of Management and Digital Business, 4(3), 529–543. https://doi.org/10.53088/jmdb.v4i3.1111

Issue

Vol. 4 No. 3 (2024): Journal of Management and Digital Business

Section

Articles

License

Copyright (c) 2024 Ilham Karin Rizkiawan, Nurul Aisah, Fahman Hadi

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License ( https://creativecommons.org/licenses/by-sa/4.0/)

Indonesian Journal of Economics Studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.