Pengaruh Eco-label dan Ethnocentrism terhadap Niat Beli Produk Kopi Siap Minum Merek Lokal

Abstract

ABSTRAK MUHAMMAD AKMAL ABDURROHMAN AL ANSHORI. Pengaruh Eco-label dan Ethnocentrism terhadap Niat Beli Produk Kopi Siap Minum Merek Lokal. Dibimbing oleh ETRIYA.

Meningkatnya konsumsi kopi di kalangan generasi muda membuka peluang bagi industri kopi siap minum lokal, meskipun preferensi terhadap produk lokal masih menjadi tantangan. Penelitian yang mengintegrasikan eco-label dan consumer ethnocentrism untuk menjelaskan niat beli kopi siap minum merek lokal masih terbatas. Penelitian ini bertujuan menganalisis pengaruh eco-label, consumer ethnocentrism, sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat beli mahasiswa pada produk kopi siap minum merek lokal. Penelitian dilakukan pada mahasiswa Fakultas Ekonomi dan Manajemen IPB University menggunakan multistage sampling dan dianalisis dengan PLS-SEM. Hasil menunjukkan bahwa consumer ethnocentrism, sikap, norma subjektif, dan persepsi kontrol perilaku meningkatkan niat beli, sedangkan eco-label tidak meningkatkan niat beli. Model mampu menjelaskan 62,5% variasi niat beli mahasiswa. Temuan ini mengindikasikan bahwa niat beli mahasiswa lebih dipengaruhi oleh faktor psikologis dan etnosentrisme konsumen, sehingga produsen perlu memperkuat identitas produk lokal dalam strategi pemasarannya.

Kata kunci: consumer ethnocentrism, eco-label, kopi RTD, niat beli

ABSTRACT MUHAMMAD AKMAL ABDURROHMAN AL ANSHORI. The Influence of Eco-label and Ethnocentrism on Purchase intention toward Local Ready-to-drink coffee Products. Supervised by ETRIYA.

The increasing coffee consumption among young people presents opportunities for the local ready-to-drink (RTD) coffee industry, although consumer preference for local products remains a challenge. Research integrating eco-labels and consumer ethnocentrism to explain purchase intention toward local RTD coffee brands remains limited. This study aims to examine the effects of eco-labels, consumer ethnocentrism, attitude, subjective norms, and perceived behavioral control on students' purchase intention toward local RTD coffee brands. The study was conducted among students of the Faculty of Economics and Management, IPB University, using a multistage sampling technique and analyzed through PLS-SEM. The results indicate that consumer ethnocentrism, attitude, subjective norms, and perceived behavioral control positively influence purchase intention, whereas eco-labels do not significantly influence purchase intention. The model explains 62.5% of the variance in students' purchase intention. These findings suggest that students' purchase intention is driven more by psychological factors and consumer ethnocentrism, indicating that producers should strengthen the local identity of their products in their marketing strategies.

Keywords: consumer ethnocentrism, eco-label, purchase intention, RTD coffee.