Analisis Determinan Minat Beli Beras Organik oleh Ibu Rumah Tangga di Desa

Septin Puji Astuti, Eny Safitri

Abstract


Penelitian ini bermaksud untuk mengetahui faktor-faktor yang berpengaruh terhadap minat membeli beras organik. Ada lima variabel yang akan diuji untuk melihat keterkaitannya dengan minat beli beras organik. Variabel-variabel tersebut adalah norma subyektif, kesadaran kesehatan, pengetahuan, persepsi terhadap harga, dan sikap sebagai mediasi antara variabel-variabel tersebut. Data yang digunakan dalam penelitian ini adalah sebanyak 100 responden yang mereka adalah ibu rumah tangga di Desa Sambi. Sample diambil secara klaster per Rukun Tetangga (RT) dan kemudian dilakukan secara sistematik untuk menjaga data agar memenuhi sifat probabilistik yang menjadi dasar dari path analisis dengan analisis regresi yang akan digunakan untuk analisis data. Hasil dari penelitian ini mengonfirmasi Theory of Planned Behaviour bahwa norma subyektif dengan dimediasi oleh sikap mempengaruhi seseorang untuk membeli beras organik. Selain itu, harga juga berpengaruh kepada ibu rumah tangga untuk memiliki minat beli beras organik. Sementara pengaruh kesadaran akan kesehatan dan pengetahuan terhadap minat beli beras organik, dalam penelitian ini tidak mampu dibuktikan secara nyata.



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DOI: https://doi.org/10.26905/jbm.v7i1.3862

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