Model Minat dan Perilaku Konsumsi Produk Skincare Organik Menggunakan Extended Theory of Planned Behavior.

Abstract

Minat konsumsi produk skincare di Indonesia terus meningkat termasuk skincare organik. Namun demikian, masih terdapat beberapa faktor yang menjadi kendala yang menghambat minat menggunakan produk skincare organik. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi minat dan perilaku konsumsi produk skincare organik menggunakan Extended Theory of Planned Behavior (ETPB). Penelitian ini melibatkan 200 responden pengguna skincare berusia 18-60 tahun yang dipilih secara purposive voluntary sampling technique. Structural Equation Model (SEM) digunakan sebagai basis analisis untuk menduga koefisien model kausalitas antar faktor. Hasil penelitian menunjukkan bahwa sikap konsumen dipengaruhi oleh kesadaran kesehatan dan kepedulian lingkungan. Sikap dan PBC memberikan pengaruh positif dan signifikan terhadap minat konsumsi. Namun, norma subjektif memiliki pengaruh negatif terhadap minat konsumsi. Minat konsumsi produk skincare organik memiliki pengaruh yang signifikan terhadap perilaku konsumsi produk skincare organik.

Interest in consuming skincare products in Indonesia continues to increase, including organic skincare. However, there are still several factors that are still obstacles that hinder interest in using organic skincare products. This study aims to determine the factors that influence interest and consumption behavior of organic skincare products using the Extended Theory of Planned Behavior (ETPB). This study involved 200 skincare user respondents aged 18-60 years who were selected using a purposive voluntary sampling technique. The Structural Equation Model (SEM) is used as a basis for analysis to estimate the causality model coefficients between factors. The results showed that consumer attitudes were influenced by health awareness and environmental concern. Attitudes and PBC have a positive and significant impact on consumption intentions. However, subjective norms have a negative influence on consumption intention. The interest in consuming organic skincare products has a significant influence on the behavior of consuming organic skincare products.