Pengaruh Video Edukasi terhadap Pengetahuan, Sikap, dan Niat Beli Produk Minuman Kemasan dengan Klaim Kurang Gula pada Remaja

Abstract

Penelitian ini bertujuan menganalisis pengaruh video edukasi terhadap pengetahuan, sikap, dan niat beli minuman kemasan dengan klaim kurang gula pada remaja. Penelitian menggunakan mixed-methods sequential explanatory, diawali analisis kuantitatif menggunakan quasi-experiment non-equivalent control group design, dilanjutkan analisis kualitatif. Subjek penelitian adalah 81 siswa SMAN 1 Dramaga dengan cluster random sampling. Data kuantitatif dianalisis dengan uji deskriptif, Mann-Whitney, Cohen’s d effect size, dan uji SEM. Data kualitatif dianalisis secara tematik. Data dikumpulkan melalui kuesioner self-reported dan wawancara mendalam. Hasil menunjukkan bahwa pengetahuan, sikap, dan niat beli terhadap minuman kemasan dengan klaim kurang gula pada kelompok eksperimen yang diberi perlakuan lebih tinggi daripada kelompok kontrol dengan efek kuat. Temuan kualitatif memperkuat hasil kuantitatif bahwa video edukasi meningkatkan pengetahuan, sikap, dan niat beli kelompok eksperimen. Pengetahuan berpengaruh positif signifikan terhadap sikap, sikap berpengaruh positif signifikan terhadap niat beli, dan pengetahuan berpengaruh positif signifikan terhadap niat beli, baik langsung maupun tidak langsung.

This study aimed to analyze the effect of educational videos on adolescents’ knowledge, attitudes, and purchase intentions toward packaged beverages with less sugar claims. The study employed sequential explanatory mixed-methods design, beginning with quantitative using quasi-experimental non-equivalent control group design, followed by qualitative. Participants were 81 students SMAN 1 Dramaga with cluster random sampling. Quantitative data analyzed using descriptive analysis, Mann Whitney, Cohen’s d effect size, and SEM. Qualitative data analyzed thematically. Data were collected with self-reported questionnaires and in-depth interviews. Results showed higher knowledge, attitudes, and purchase intentions toward packaged beverages with less-sugar claims in the experimental group than the control group, with strong effect size. Qualitative findings supported the quantitative results, educational videos improved knowledge, attitudes, and purchase intentions among participants in the experimental group. Knowledge had a significant positive effect on attitudes, attitudes had a significant positive effect on purchase intentions, and knowledge had a significant positive effect on purchase intentions direct and indirectly.