Pengaruh Persepsi Manfaat Kesehatan, Harga, dan Kesadaran Lingkungan terhadap Niat Beli Soya Drink pada Mahasiswa IPB

Abstract

Pertumbuhan kesadaran masyarakat terhadap isu kesehatan dan keberlanjutan lingkungan mendorong peningkatan konsumsi minuman berbasis nabati, dengan soya drink sebagai jenis yang paling banyak dikonsumsi di Indonesia. Namun demikian, faktor-faktor yang membentuk niat beli konsumen terhadap soya drink, khususnya di kalangan mahasiswa, masih perlu dipahami lebih mendalam melalui pendekatan Theory of Planned Behavior (TPB) yang diperluas dengan variabel eksternal berupa persepsi manfaat kesehatan, persepsi harga, dan kesadaran lingkungan. Penelitian ini bertujuan menganalisis pengaruh persepsi manfaat kesehatan, persepsi harga, dan kesadaran lingkungan, serta konstruk TPB berupa sikap, norma subjektif, dan persepsi kontrol perilaku, terhadap niat beli soya drink pada mahasiswa IPB. Penelitian dilakukan dengan metode survei menggunakan multistage sampling dan purposive sampling, melibatkan 220 mahasiswa aktif IPB University angkatan 60 dan 61 dari tiga program studi. Data dianalisis menggunakan analisis deskriptif dan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa keenam variabel terbukti berpengaruh positif dan signifikan terhadap niat beli soya drink, dengan norma subjektif sebagai faktor paling dominan, diikuti oleh sikap terhadap perilaku dan persepsi manfaat kesehatan. Temuan ini mengindikasikan bahwa peningkatan niat beli soya drink perlu didukung melalui strategi pemasaran yang memadukan edukasi manfaat kesehatan dengan penguatan pengaruh sosial di lingkungan konsumen.

Growing public awareness of health and environmental sustainability issues has driven an increase in plant-based beverage consumption, with soya drink being the most widely consumed type in Indonesia. However, the factors shaping consumer purchase intention toward soya drink, particularly among university students, remain insufficiently understood through the Theory of Planned Behavior (TPB) approach extended with external variables of perceived health benefit, price perception, and environmental awareness. This study aims to analyze the influence of perceived health benefit, price perception, and environmental awareness, along with the TPB constructs of attitude, subjective norm, and perceived behavioral control, on purchase intention of soya drink among IPB students. The research was conducted using a survey method with multistage and purposive sampling, involving 220 active undergraduate students from IPB University, batches 60 and 61, across three study programs. Data were analyzed using descriptive analysis and Partial Least Squares-Structural Equation Modelling (PLS-SEM). The results show that all six variables significantly and positively influence purchase intention, with subjective norm exerting the most dominant effect, followed by attitude and perceived health benefit. These findings indicate that increasing purchase intention toward soya drink requires marketing strategies that combine health-benefit education with strengthened social influence within the consumer's environment.