Pengaruh Persepsi Manfaat Kesehatan Dan Ramah Lingkungan Pada Keputusan Pembelian Minuman Oat

Abstract

Meningkatnya kesadaran masyarakat terhadap isu kesehatan dan lingkungan mendorong pergeseran konsumsi dari minuman berbasis hewani ke produk nabati, salah satunya minuman oat yang dipersepsikan lebih sehat dan ramah lingkungan. Di Indonesia, konsumsi minuman oat mengalami peningkatan, meskipun tantangan seperti kurangnya pemahaman konsumen tentang manfaat produk dan persaingan pasar yang ketat. Penelitian ini bertujuan untuk menganalisis proses pengambilan keputusan pembelian minuman oat serta menguji pengaruh desain kemasan, atribut sensori, label, serta persepsi manfaat kesehatan dan persepsi ramah lingkungan terhadap keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang dikumpulkan melalui kuesioner kepada konsumen minuman oat di Indonesia. Populasi penelitian adalah konsumen yang pernah mengonsumsi minuman oat, dengan teknik pengambilan sampel menggunakan multistage random sampling. Sebanyak 230 responden dari tiga fakultas di IPB University berpartisipasi dalam penelitian ini. Data dianalisis menggunakan metode Partial Least Square-Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa proses keputusan pembelian minuman oat terdiri dari lima tahap, yaitu pengenalan kebutuhan yang dipicu kesadaran akan gaya hidup sehat, pencarian informasi mengenai manfaat dan karakteristik produk, evaluasi alternatif berdasarkan persepsi kesehatan, lingkungan, dan label produk, keputusan pembelian, serta evaluasi pascapembelian. Persepsi manfaat kesehatan dan persepsi ramah lingkungan berperan penting terutama pada tahap evaluasi alternatif dan berpengaruh positif terhadap keputusan pembelian. Temuan empiris menunjukan bahwa label produk berpengaruh positif terhadap keputusan pembelian, diikuti oleh persepsi manfaat kesehatan dan persepsi ramah lingkungan. Sementara, desain kemasan dan atribut sensori tidak terbukti berpengaruh. Penelitian ini menyimpulkan bahwa informasi yang jelas dan edukatif pada label produk sangat penting untuk meningkatkan kepercayaan dan minat beli konsumen, sementara persepsi manfaat kesehatan dan persepsi ramah lingkungan memperkuat keyakinan konsumen bahwa minuman oat sesuai dengan gaya hidup sehat dan berkelanjutan. Oleh karena itu, produsen perlu mengkomunikasikan manfaat kesehatan dan nilai ramah lingkungan secara jelas dan edukatif melalui label produk guna meningkatkan minat beli konsumen serta mendukung pengembangan industri minuman oat di Indonesia.

Increasing Increased public awareness of health and environmental issues has led to a shift in consumption from animal-based drinks to plant-based products, one of which is oat drinks, which are perceived as healthier and more environmentally friendly. In Indonesia, oat drink consumption has increased, despite challenges such as a lack of consumer understanding about the benefits of the product and intense market competition. This study aims to analyze the oat drink purchase decision-making process and examine the influence of packaging design, sensory attributes, labels, and perceptions of health benefits and environmental friendliness on purchase decisions. This study uses a quantitative approach with primary data collected through questionnaires administered to oat drink consumers in Indonesia. The study population consists of consumers who have consumed oat drinks, with a multistage random sampling technique used for sampling. A total of 230 respondents from three faculties at IPB University participated in this study. The data were analyzed using the Partial Least Square-Structural Equation Model (PLS-SEM) method. The results showed that the oat drink purchase decision process consisted of five stages, namely the recognition of needs triggered by awareness of a healthy lifestyle, the search for information about product benefits and characteristics, the evaluation of alternatives based on perceptions of health, the environment, and product labels, the purchase decision, and the post-purchase evaluation. Perceptions of health benefits and environmental friendliness play an important role, especially in the alternative evaluation stage, and have a positive effect on purchasing decisions. Empirical findings show that product labels have a positive effect on purchasing decisions, followed by perceptions of health benefits and perceptions of environmental friendliness. Meanwhile, packaging design and sensory attributes have no proven effect. This study concludes that clear and educational information on product labels is crucial for increasing consumer trust and purchasing interest, while perceptions of health benefits and environmental friendliness reinforce consumers' belief that oat drinks are in line with a healthy and sustainable lifestyle. Therefore, manufacturers need to communicate health benefits and environmental values clearly and educationally through product labels to increase consumer interest in purchasing and support the development of the oat beverage industry in Indonesia.