Analisis Faktor-Faktor yang Mempengaruhi Minat Beli Produk Daging Alternatif Berbasis Nabati Di Jabodetabek

Abstract

Kesadaran masyarakat Indonesia terhadap kesehatan meningkat terutama setelah pandemi, sehingga mendorong berkembangnya pola konsumsi makanan berbasis nabati. Produk daging alternatif berbasis nabati dipandang sebagai pilihan yang lebih sehat dan ramah lingkungan dibandingkan daging konvensional, namun tingkat adopsinya masih rendah. Tantangan utama berkaitan dengan persepsi konsumen. Demikian penelitian ini dilakukan untuk menganalisis faktor-faktor yang mempengaruhi minat beli terhadap produk daging alternatif berbasis nabati khususnya merek GreenRebel. Penelitian ini menggunakan pendekatan theory of planned behavior (TPB) dan Health belief model (HBM) serta menambahkan variabel content marketing untuk menggambar pengaruh strategi komunikasi digital terhadap perilaku konsumen. Pada TPB terdapat tiga variabel, yaitu attitude, seubjective norm, perceived behavioral control. Kemudian pada HBM variabel yang dianalisis mencakup perceived susceptibility, perceived severity, perceived barrier dan perceived benefit. Data primer diperoleh dari 238 responden yang berdomisili di Jabodetabek, diatas 17 tahun dan yang mengetahui produk GreenRebel dan pernah melihat konten pemasaran GreenRebel di Instagram. Data terkait variabel-variabel kemudian dianalisis menggunakan SEM-PLS Hasil penelitian menunjukkan bahwa sebagian besar responden adalah perempuan berusia 25-34 tahun, berpendidikan tinggi (S1/D4) dan memiliki gaya hidup sehat. Sebagian besar responden memiliki pekerjaan sebagai pegawai swasta dengan pendapatan berkisar Rp. 5.000.000 sampai dengan Rp. 9.999.999. Kemudian Sebagian besar responden mengkonsumsi daging satu sampai tiga kali perbulan dengan pengeluaran pembelian daging sebesar Rp. 200.000 sampai dengan Rp. 399.999. Faktor yang terbukti signifikan berpengaruh terhadap sikap adalah perceived benefit, perceived barrier dan content marketing. Kemudian yang berpengaruh signifikan terhadap minat beli adalah attitude, subjective norm dan perceived behavioral control. Variabel perceived benefit, perceived barrier dan content marketing juga berpengaruh terhadap minat beli melalui attitude. Beberapa implikasi manajerial bagi produk daging alternatif berbasis nabati dapat dihasilkan dari temuan penelitian ini

Public awareness of health in Indonesia has increased, particularly after the COVID-19 pandemic, which has encouraged the development of plant-based dietary consumption patterns. Plant-based meat alternative products are perceived as healthier and more environmentally friendly options compared to conventional meat; however, their adoption rate remains relatively low. The main challenges are closely related to consumer perceptions. Therefore, this study aims to analyze the factors influencing purchase intention toward plant-based meat alternative products, specifically the Green Rebel brand. This study adopts the Theory of Planned Behavior (TPB) and the Health Belief Model (HBM), with the addition of the content marketing variable to examine the influence of digital communication strategies on consumer behavior. The TPB framework consists of three variables: attitude, subjective norm, and perceived behavioral control. Meanwhile, the HBM variables analyzed include perceived susceptibility, perceived severity, perceived barriers, and perceived benefits. Primary data were collected from 238 respondents residing in the Greater Jakarta area, aged above 17 years, who were aware of the Green Rebel brand and had been exposed to Green Rebel’s marketing content on Instagram. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that the majority of respondents were female, aged 25–34 years, highly educated (bachelor’s degree or equivalent), and had a healthy lifestyle. Most respondents were private-sector employees with monthly incomes ranging from IDR 5,000,000 to IDR 9,999,999. In addition, most respondents consumed meat one to three times per month, with monthly meat expenditure ranging from IDR 200,000 to IDR 399,999. The factors that significantly influenced attitude were perceived benefit, perceived barrier, and content marketing. Furthermore, attitude, subjective norm, and perceived behavioral control were found to have a significant effect on purchase intention. The variables perceived benefit, perceived barrier, and content marketing also indirectly influenced purchase intention through attitude. Several managerial implications for plant-based meat alternative products can be derived from the findings of this study.