Pengaruh Kelompok Acuan dan Pengetahuan terhadap Minat Beli Produk Pangan IPB pada Mahasiswa Program Sarjana

Abstract

Bogor Agricultural University (IPB) is one of the university that produce many inovation product both in agriculture technology and foods. The purpose of this study was to analyze the influence of reference groups and knowledge toward intention to buy IPB’s food products on undergraduate students. The location of the research was in IPB Dramaga Bogor, West Java, in May 2012. Sampling technique that conducted in this research was simple random sampling and involved 400 students from all faculties in IPB as samples/participant. The data were analyzed using Chi-Square test, Pearson correlation, simple linear regression, and multiple linear regression. The results showed that one of the reference groups that most widely chosen was close friend (33,6%). More than half of the students were in a good enough categorized of knowledge (59,0%) and intention to buy (78,2%) IPB’s food product. Based on Pearson correlation test, reference groups had no correlation with knowledge (p=0,364) and intention to buy (p=0,376). However, knowledge had a positive and significantly correlated with intention to buy IPB’s food product (p=0,043). The result of regression test showed that intention to buy IPB’s food product effected by income (p=0,002) and knowledge (p=0,043)