Analisis Minat Beli Konsumen pada Produk Daging Olahan dengan Sistem Keterlacakan QR (Quick Response) Code di Masa Pandemi COVID-19
Date
2022Author
Harahap, Halimah
Slamet, Alim Setiawan
Septiani, Stevia
Metadata
Show full item recordAbstract
Sejak terjadinya pandemi COVID-19, masyarakat menjadi lebih selektif
terhadap bahan pangan yang dikonsumsi dan industri pengolahan daging dalam
negeri mengalami penurunan permintaan. Salah satu solusi untuk produk daging
olahan yang aman serta berkualitas adalah sistem keterlacakan QR Code. Penelitian
ini bertujuan untuk menganalisis minat beli konsumen terhadap produk daging
olahan dengan sistem keterlacakan QR Code semasa pandemi COVID-19 di Jakarta
melalui integrasi model berdasarkan pendekatan Theory of Planned Behaviour
(TPB), Technology Acceptance Model (TAM), variabel health consciousness,
media exposure, serta habits. Responden yang diperoleh sebanyak 230 orang. Data
yang digunakan dalam penelitian ini merupakan data primer dan data sekunder.
Penelitian ini menggunakan metode analisis deskriptif dan SEM-PLS. Hasil dari
penelitian ini adalah subjective norms dan attitude memengaruhi purchase intention
secara langsung. Media exposure memengaruhi purchase intention melalui health
consciousness, perceived information, dan attitude. Perceived information
memengaruhi purchase intention melalui perceived usefulness. Perceived
usefulness memengaruhi purchase intention melalui attitude. Perceived Ease of
Use memengaruhi purchase intention melalui perceived usefulness dan attitude.
Health Consciousness dan Habits tidak berpengaruh langsung dengan purchase
intention, tetapi health consciousness berpengaruh baik dengan habits, habits
berpengaruh baik dengan attitude yang berpengaruh baik dengan purchase
intention. Since the COVID-19 pandemic, people become selective on food and the
domestic meat processing industry has experienced a decline in demand. One of the
solutions for safe processed meat products is the QR Code traceability system. This
study aims to analyse consumer’s purchase intention towards traceable processed
meat products with QR Code during the COVID-19 pandemic in Jakarta through
model integration based on the approach of Theory of Planned Behavior (TPB),
Technology Acceptance Model (TAM) and variables including health
consciousness, media exposure, as well as habits. Total respondents obtained were 230 people. This research uses descriptive analysis method and SEM-PLS with
primary data and secondary data. The results show that subjective norms and
attitudes directly affect purchase intention. Media exposure affects purchase
intention through health consciousness, perceived information, and attitude.
Perceived information affects purchase intention through perceived usefulness.
Perceived usefulness affects purchase intention through attitude. perceived ease of
use affects purchase intention through perceived usefulness and attitude. health
consciousness and habits do not have a direct effect on purchase intention, but
health consciousness has a good effect on habits, habits have a good effect on
attitude which has a good effect on purchase intention.
Collections
- UT - Management [3444]