Analisis Minat Beli Konsumen pada Produk Daging Olahan dengan Sistem Keterlacakan QR (Quick Response) Code di Masa Pandemi COVID-19

Abstract

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.