Niat Beli Produk Beras Sorgum di Wilayah Jabodetabek

Abstract

Beras sorgum merupakan pangan fungsional yang berpotensi sebagai alternatif beras putih, namun penerimaan masyarakat masih relatif rendah. Penelitian ini bertujuan menganalisis pengaruh persepsi harga, kesadaran kesehatan, dan pengetahuan konsumen terhadap niat beli beras sorgum melalui sikap, serta pengaruh sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat beli. Survei daring terhadap 240 responden berusia di atas 17 tahun di Jabodetabek dianalisis menggunakan PLS-SEM. Hasil menunjukkan bahwa persepsi harga berpengaruh positif signifikan terhadap niat beli dan sikap, sedangkan pengetahuan konsumen berpengaruh positif signifikan terhadap sikap. Sikap juga berpengaruh positif signifikan terhadap niat beli. Sebaliknya, pengetahuan konsumen, kesadaran kesehatan, norma subjektif, dan persepsi kontrol perilaku tidak berpengaruh signifikan terhadap niat beli. Sikap memediasi pengaruh persepsi harga dan pengetahuan konsumen terhadap niat beli, tetapi tidak memediasi pengaruh kesadaran kesehatan. Temuan ini menunjukkan bahwa peningkatan pengetahuan konsumen dan persepsi harga penting untuk membentuk sikap positif serta meningkatkan niat beli produk beras sorgum.

Sorghum rice is a functional food with the potential to become an alternative to white rice; however, consumer acceptance remains relatively low. This study analyzes the effects of price perception, health consciousness, and consumer knowledge on purchase intention toward sorghum rice through attitude, as well as the effects of attitude, subjective norms, and perceived behavioral control on purchase intention. An online survey of 240 respondents aged over 17 years in Jabodetabek was analyzed using PLS-SEM. The results show that price perception has a positive and significant effect on purchase intention and attitude, while consumer knowledge has a positive and significant effect on attitude. Attitude also has a positive and significant effect on purchase intention. In contrast, consumer knowledge, health consciousness, subjective norms, and perceived behavioral control do not significantly affect purchase intention. Attitude mediates the effects of price perception and consumer knowledge on purchase intention but not the effect of health consciousness. These findings suggest that improving consumer knowledge and price perception is important for fostering positive attitudes and increasing purchase intention toward sorghum rice.