ANALISIS NIAT BELI PRODUK NAPKIN ORGANIK PADA WANITA USIA SUBUR DENGAN EXTENDED THEORY OF PLANNED BEHAVIOR (TPB)

Abstract

Limbah produk napkin konvensional yang sulit terurai menjadi isu lingkungan dalam konsumsi rumah tangga. Pembalut organik hadir sebagai alternatif ramah lingkungan, namun penggunaannya masih rendah di Indonesia. Penelitian ini bertujuan menganalisis pengaruh nilai lingkungan, sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat beli produk napkin organik dengan Extended Theory of Planned Behavior. Penelitian menggunakan desain cross-sectional dengan voluntary response sampling terhadap 230 perempuan usia subur di Jabodetabek. Analisis data dilakukan menggunakan SPSS versi 25 dan SmartPLS 4. Hasil penelitian menunjukkan bahwa nilai lingkungan berpengaruh positif signifikan terhadap sikap dan niat beli. Sikap, norma subjektif, persepsi kontrol perilaku berpengaruh positif signifikan terhadap niat beli. Penguatan edukasi manfaat serta regulasi kebijakan khususnya terhadap produk napkin organik perlu ditingkatkan.

Conventional menstrual product waste that is difficult to decompose has become an environmental issue in household consumption. Organic napkin pads are considered an environmentally friendly alternative, yet their use remains low in Indonesia. This study aims to analyze the influence of environmental values, attitudes, subjective norms, and perceived behavioral control on purchase intention toward organic napkin products, using the Extended Theory of Planned Behavior (E-TPB) approach. This study employed a cross-sectional design with voluntary response sampling involving 230 women of reproductive age in the Jabodetabek area. Data were analyzed using SPSS version 25 and SmartPLS. The results showed that environmental values had a positive and significant effect on attitudes and purchase intention. Attitudes, subjective norms, perceived behavioral control also had positive and significant effects on purchase intention toward organic napkin products. Strengthening education on the benefits of organic napkin products as well as policy regulations needs to be further improved.