Pengaruh Gaya Hidup, Harga, dan Instagram Terhadap Niat Beli Produk Organik pada Generasi Z

Abstract

Kesadaran global akan kesehatan dan keberlanjutan telah merevolusi sektor agrikultur, memicu pergeseran preferensi konsumen ke produk organik yang lebih sehat. Di pasar urban seperti Jabodetabek, terdapat anomali pada Generasi Z yang memiliki literasi kesehatan tinggi namun niat beli aktualnya rendah akibat resistensi finansial dan strategi promosi digital yang belum optimal. Penelitian ini bertujuan untuk menganalisis tingkat niat beli Generasi Z terhadap produk organik; menguji pengaruh gaya hidup, media sosial Instagram, dan harga produk terhadap sikap, norma subjektif, serta persepsi kontrol perilaku; menganalisis pengaruh sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat beli; menguji peran sikap, norma subjektif, dan persepsi kontrol perilaku sebagai mediasi; serta merumuskan rekomendasi bagi produsen. Penelitian ini menggunakan metode non-probability sampling dengan teknik convenience sampling terhadap 160 responden Generasi Z di Jabodetabek. Data dikumpulkan secara online menggunakan kuesioner dan dianalisis menggunakan SEM-PLS melalui perangkat lunak SmartPLS 4.0. Penelitian dilakukan pada Februari hingga April 2026. Profil responden didominasi oleh perempuan dengan status pelajar/mahasiswa. Usia dominan berada pada rentang 18 hingga 21 tahun dan mayoritas berdomisili di Tangerang. Hasil penelitian menunjukkan bahwa gaya hidup, media sosial Instagram, dan harga produk berpengaruh positif dan signifikan terhadap sikap, norma subjektif, dan persepsi kontrol perilaku. Media sosial Instagram menjadi pemicu paling dominan dalam membentuk norma subjektif. Selanjutnya, sikap, norma subjektif, dan persepsi kontrol perilaku berpengaruh signifikan terhadap niat beli, dengan persepsi kontrol perilaku sebagai prediktor terkuat. Hasil uji mediasi mengonfirmasi bahwa jalur harga produk terhadap niat beli melalui persepsi kontrol perilaku memiliki koefisien tertinggi, membuktikan bahwa rasa mampu secara finansial dan kemudahan akses adalah saluran mediasi paling efektif bagi Gen Z. Berdasarkan implikasi manajerial, perusahaan disarankan mengoptimalisasi social media marketing di Instagram melalui konten edukasi yang menarik dan influencer relevan untuk membangun identitas kelompok yang sehat dan modern. Persepsi kontrol perilaku sebagai penentu akhir, pelaku usaha wajib memastikan aksesibilitas produk di marketplace atau ritel modern serta menerapkan strategi harga kompetitif seperti paket murah. Selain itu, edukasi nilai kesehatan berkelanjutan harus terus dilakukan untuk memperkuat sikap konsumen agar niat beli yang terbentuk tidak sekadar mengikuti tren sesaat. Kata kunci: gaya hidup, harga produk organik, instagram, niat beli

Global awareness of health and sustainability has revolutionized the agricultural sector, triggering a shift in consumer preferences toward healthier organic products. In urban markets such as Jabodetabek, there is an anomaly among Generation Z, who possess high health literacy but exhibit low actual purchase intention due to financial resistance and sub-optimal digital promotion strategies. This study aims to analyze the level of purchase intention among Generasi Z toward organic products; examine the influence of lifestyle, Instagram social media, and product price on attitudes, subjective norms, and perceived behavioral control; analyze the influence of these variables on purchase intention; test the mediating roles; and formulate recommendations for producers. This study employed a non-probability sampling method with a convenience sampling technique, involving 160 Generasi Z respondents in Jabodetabek. Data were collected online via questionnaires and analyzed using SEM-PLS through SmartPLS 4.0 software. The research was conducted from February to April 2026. The respondent profile was dominated by females with student status. The dominant age group ranged from 18 to 21 years, with the majority residing in Tangerang. The results indicated that lifestyle, Instagram social media, and product price have a positive and significant influence on attitudes, subjective norms, and perceived behavioral control. Instagram social media emerged as the most dominant trigger in forming subjective norms. Furthermore, attitudes, subjective norms, and perceived behavioral control significantly influence purchase intention, with perceived behavioral control as the strongest predictor. Mediation analysis confirmed that the path from product price to purchase intention through perceived behavioral control had the highest coefficient, proving that financial capability and ease of access are the most effective mediation channels for Gen Z. Based on managerial implications, companies are advised to optimize social media marketing on Instagram through engaging content and relevant influencers to build a healthy and modern group identity. Given that perceived behavioral control is the final determinant, businesses must ensure product accessibility in marketplaces or modern retail and implement competitive pricing strategies such as price promotion. Additionally, education on sustainable health values must be continuously conducted to strengthen consumer attitudes, ensuring that purchase intentions are based on sustainable healthy lifestyle awareness rather than merely following short-term trends.