Dampak Pengetahuan dan Persepsi Konsumen terhadap Minat Membeli Produk Ikan Beku dalam Sistem Cold Chain

Abstract

Pandemi Covid-19 mengakibatkan kegiatan usaha perikanan mengalami gangguan terutama terkait dengan mobilitas pengiriman . Sistem cold chain dapat membantu distribusi ikan selama pandemi. Ikan beku dari sistem cold chain dapat menjadi alternatif makanan yang dikonsumsi masyarakat untuk meningkatkan imunitas selama pandemi. Oleh karena itu penelitian ini bertujuan untuk menganalisis profil konsumen ikan beku dan karakteristik pembeliannya, serta menganalisis pengaruh pengetahuan, persepsi, sikap dan norma subjektif konsumen terhadap minat membeli ikan beku pada masa pandemi. Sampel pada penelitian ini sebanyak 247 responden yang tersebar di Kota Bekasi, Jawa Barat. Teknik penentuan sampel menggunakan non-probability sampling jenis convenience sampling. Analisis data menggunakan SEM-PLS dan analisis crosstab. Hasil menunjukkan responden yang bependidikan tinggi akan cenderung memilih untuk membeli ikan beku daripada yang tidak berpendidikan tinggi. Hasil penelitian juga menunjukkan bahwa pengetahuan, persepsi, sikap, dan norma subjektif berpengaruh positif dan signifikan terhadap minat beli.

The Covid-19 pandemic has resulted in disruption of business activities, especially those related to shipping transfers. Cold chain systems can help with fish distribution during a pandemic. Frozen fish from the cold chain system can be an alternative food consumed by the community to increase immunity during a pandemic. Therefore, this study aims to analyze the profile of frozen fish consumers and their purchasing characteristics, as well as to analyze the influence of consumer knowledge, perceptions, attitudes and subjective norms on the interest in buying frozen fish during the pandemic. The sample in this study were 247 respondents spread across the city of Bekasi, West Java. The sampling technique used was non-probability sampling, which was convenience sampling. Data analysis using SEM-PLS and crosstab analysis. The results show that respondents with higher education will choose to buy frozen fish than those who are not highly educated. The results also show that knowledge, perceptions, attitudes, and subjective norms have a positive and significant effect on buying interest.