Analisis Faktor yang Mempengaruhi Keputusan Pembelian Konsumen pada Produk Alternatif Plant-based meat

Abstract

Kesadaran terhadap konsumsi makanan yang lebih sehat di Indonesia semakin berkembang. Namun, demikian masih terdapat beberapa faktor yang menjadi kendala, menghambatnya minat konsumsi produk plant-based meat yang bergantung pada persepsi konsumen, meski tujuannya adalah mendorong konsumsi keberlanjutan. Solusi dapat dilakukan melalui penerapan teknologi, perubahan perilaku, dan adopsi pola konsumsi hijau yaitu penerapan green consumer behavior yang saat ini masih belum optimal. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian produk plant-based meat dengan memodifikasi model Theory of Planned Behavior (TPB). Penelitian ini melibatkan 250 responden pembeli pertama dan berulang produk plant-based meat, yang berusia 18 - 45 tahun yang dipilih secara quota sampling di wilayah Jabodetabek dan Bandung. Regresi logistik, Structural equation modelling - partial least square (SEM-PLS) dan Marketing Mix digunakan sebagai basis analisis untuk melihat faktor keputusan pembelian dan menyusun strategi pemasaran. Hasil penelitian menyatakan bahwa variabel sikap, norma subjektif, dan persepsi kontrol perilaku berpengaruh terhadap minat konsumsi dengan persepsi kontrol perilaku sebagai faktor dominan. Minat konsumsi terbukti menjadi variabel yang paling kuat mempengaruhi keputusan pembelian. Penambahan variabel perceived benefits, kesadaran kesehatan, dan electronic word of mouth (eWOM) memberikan pengaruh positif dan signifikan terhadap minat konsumsi. Temuan ini menegaskan bahwa manfaat yang dirasakan terhadap kesehatan dan keberlanjutan membentuk sikap positif konsumen, meningkatkan minat, dan pada akhirnya mendorong keputusan pembelian. Strategi pemasaran plant-based meat menekankan segmentasi konsumen mengikuti tren hidup sehat dan posisikan produk plant-based meat sebagai alternatif daging sehat dan ramah lingkungan. Fokus penerapan 7P pada inovasi rasa, harga, distribusi online offline, serta promosi edukatif digital. Penelitian ini memberikan kontribusi terhadap pengembangan ilmu pengetahuan dalam bidang perilaku konsumen dan pemasaran produk pangan alternatif dengan menyajikan bukti empiris mengenai keterkaitan antara faktor demografis, minat konsumsi dan keputusan pembelian produk plant-based meat. Rekomendasi strategi yang disusun melalui pendekatan gabungan SEM-PLS dan regresi logistik juga memberikan nilai praktisi bagi pelaku industri pangan nabati dalam strategi pemasaran dan memperluas penerimaan pasar.

Awareness of healthier food consumption in Indonesia is growing. However, several factors remain obstacles, hindering the interest in consuming plant-based meat products, which largely depends on consumer perceptions, despite the goal of promoting sustainable consumption. Solutions can be implemented through technology adoption, behavioral changes, and the adoption of green consumer behavior, which is currently not yet optimal. This study aims to analyze the factors influencing purchase decisions of plant-based meat products by modifying the Theory of Planned Behavior (TPB) model. The research involved 250 respondents, including first-time and repeat buyers of plant-based meat products, aged 18 - 45 years, selected through quota sampling in the Greater Jakarta and Bandung area (Jabodetabek). Structural Equation Modeling - Partial Least Squares (SEM-PLS) was used as the analytical method to estimate the coefficients in the causal model between factors. The results indicate significant potential for that attitude, subjective norms, and perceived behavioral control significantly influence consumption intention, with perceived behavioral control emerging as the most dominant factor. Consumption intention is the strongest predictor of purchase decisions. Additionally, the inclusion of perceived benefits, health consciousness, and electronic word of mouth (eWOM) as extended variables shows a positive and significant impact on consumption intention. These results highlight that perceived health and sustainability benefits shape positive consumer attitudes, enhance consumption intention, and ultimately drive purchasing behavior. The marketing strategy for plant-based meat should emphasize consumer segmentation aligned with healthy lifestyle trends and position plant-based meat as a healthy, environmentally friendly meat alternative. The application of the 7P marketing mix should particularly focus on product innovation in taste, competitive pricing, online offline distribution channels, and educational digital promotion. This study contributes to the advancement of knowledge in consumer behavior and alternative food marketing by providing empirical evidence of the interrelationships between demographic factors, consumption intention, and purchasing decisions for plant-based meat. The strategic recommendations developed through the combined application of SEM-PLS and logistic regression also offer practical value for plant-based food industry players in designing effective marketing strategies and expanding market acceptance.