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Pengaruh Health Consciousness Dan Environmental Concern Terhadap Antiseden Consumer Attitude Dan Implikasinya Terhadap Purchase Intention Serta Consumer Behavior: Survei pada konsumen KFC Naughty by Nature

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Eliana Sandy Yuliaji. Program Magister Administrasi Bisnis, Fakultas
Ilmu Administrasi, Universitas Brawijaya Malang. Pengaruh Health
Consciousness dan Environmental Concern Terhadap Antiseden Consumer
Attitude dan Implikasinya Terhadap Purchase Intention serta Consumer
Behavior (Survei pada Konsumen KFC Naughty by Nature). Pembimbing 1:
Ketua: Mohammad Iqbal, S.Sos., MIB., DBA, Pembimbing 2: Dr. Anni
Rahimah, S.AB, M.AB, Ph.D.
Perubahan lingkungan telah membentuk suatu perilaku konsumen
baru yang dinamakan perilku konsumen ramah lingkungan. Perubahan
perilaku masyarakat dalam pembelian produk ramah lingkungan kemudian
diasosiakan dengan munculnya environmental concern dibenak konsumen.
Environmental concern pada akhirnya telah mempengaruhi kebiasaan
konsumen dan masyarakat, dimana konsumen mulai memperhatikan
pembelian produk yang berdampak pada lingkungan. Perubahan tersebut
terjadi karena munculnya value atau nilai yang dianggap berbeda oleh
konsumen karena produk ramah lingkungan. Kesadaran yang muncul terkait
kondisi lingkungan mampu merubah pandangan konsumen termasuk nilainilai yang pada akhirnya berdampak pada keputusan pembelian. Selanjutnya,
konsumen yang memiliki kesadaran akan lingkungan yang tinggi sering
diasosiasikan memiliki kesadaran akan kesehatan yang tinggi pula. Oleh
karena itu, dengan meningkatnya health consciousness konsumen, membuat
makanan sehat menjadi salah satu fokus perhatian publik.
Penelitian ini kemudian memiliki tujuan untuk menganalisis dan
menjelaskan pengaruh antara health consciousness dan environmental
concern tehadap anteseden consumen attitude, serta dampaknya pada
purchase intention dan consumer behavior. Pada penelitian ini, peneliti
menggunakan metode penelitian kuantitatif dan dalam memperoleh data
primer melalui penyebaran kuesioner. Populasi dari penelitian ini adalah
konsumen KFC Naughty by Nature. Pengambilan sampel pada penelitian ini
menggunakan teknik purposive sampling. Selanjutnya, data yang diperoleh
dilakukan analisis menggunakan PLS.
Hasil penelitian menunjukan bahwa health consioueness berpengaruh
secara positif dan signifikan terhadap perceived susceptibility dan perceived
severity. Hal tersebut menunjukkan apabila health consciousness konsumen
meningkat maka perceived susceptibility dan perceived severity juga akan
meningkat. Selanjutnya, environmental concern berpengaruh secara positif
dan signifikan terhadap functional value, emotional value dan social value. Hal
tersebut menunjukkan apabila environmental concern meningkat maka
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functional value, emotional value, dan social value juga akan meningkat.
Kemudian, temuan penelitian juga menunjukan bahwa hanya social value dan
perceived severity yang berpengaruh secara signifikan dan positif terhadap
consumer attitude. Hal tersebut menunjukan apabila konsumen memiliki
social value yang positif terhadap produk makanan sehat dan ramah
lingkungan, maka akan membentuk sika yang positif. Selanjutnya, apabila
konsumen memiliki perceived severity yang meningkat maka akan diikuti oleh
munculnya sikap positif terhadap produk makanan sehat dan ramah
lingkungan. Terakhir, penelitian ini mengkonfirmasi bahwa consumer attitude
berpengaruh terhadap purchase intention, dan purchase intention
berpengaruh terhadap consumer behavior

Eliana Sandy Yuliaji. Master of Business Administration Program,
Faculty of Administrative Sciences, University of Brawijaya Malang. The
Influence of Health Consciousness and Environmental Concern on Consumer
Attitude Anticedents and Their Implications on Purchase Intention and
Consumer Behavior (Survey of KFC Naughty by Nature Consumers). Principle
Supervisor: Mohammad Iqbal, S.Sos., MIB., DBA, Supevisor: Dr. Anni
Rahimah, S.AB, M.AB, Ph.D.
Environmental changes have formed a new consumer behavior called
environmentally friendly consumer behavior. Changes in people's behavior in
purchasing environmentally friendly products are then associated with the
emergence of environmental concerns in the minds of consumers.
Environmental concerns in the end have influenced the habits of consumers
and society, where consumers are starting to pay attention to purchasing
products that have an impact on the environment. These changes occur
because of the emergence of values or values that are considered different by
consumers because products are environmentally friendly. Awareness that
arises regarding environmental conditions is able to change consumer views
including values which ultimately have an impact on purchasing decisions.
Furthermore, consumers who have high environmental awareness are often
associated with high health awareness as well. Therefore, with the increase in
consumer health consciousness, making healthy food a focus of public
attention.
This study then aims to analyze and explain the influence of health
consciousness and environmental concern on consumer attitude antecedents,
as well as their impact on purchase intention and consumer behavior. In this
study, researchers used quantitative research methods and in obtaining
primary data by distributing questionnaires. The population of this research is
KFC Naughty by Nature consumers. Sampling in this study using purposive
sampling technique. Furthermore, the data obtained was analyzed using PLS.
The results showed that health conscientiousness had a positive and
significant effect on perceived susceptibility and perceived severity. This
shows that when consumer health consciousness increases, perceived
susceptibility and perceived severity will also increase. Furthermore,
environmental concern has a positive and significant effect on functional
values, emotional values and social values. This shows that if environmental
concern increases, functional value, emotional value, and social value will also
increase. Then, the research findings also show that only social value and
perceived severity have a significant and positive effect on consumer attitude.
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This shows that if consumers have positive social values for healthy and
environmentally friendly food products, they will form a positive attitude.
Furthermore, if the consumer has an increased perceived severity, it will be
followed by the emergence of a positive attitude towards healthy and
environmentally friendly food products. Finally, this study confirms that
consumer attitude influences purchase intention, and purchase intention
influences consumer behavior.

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Ketersediaan

2023107

TES 658.30 YUL p 2023 k.1

Fadel Muhammad Resource Center (Ilmu Terapan)

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

TES 658.30 YUL p 2023

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis., 2023

Deskripsi Fisik

xix, 245 halaman; ILUS: 29,5 cm.

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.30

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

TESIS
consumer value
health belief model
green and health
purchase behavior

Info Detail Spesifik

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Pernyataan Tanggungjawab

Eliana Sandy Yuliaji

Versi lain/terkait

Lampiran Berkas

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