PERSEPSI PRODUK ORGANIK DAN MINAT BELI KONSUMEN (Studi pada Mahasiswa Universitas Sebelas Maret)

Abstract

The main purpose of this research is to empirically examine the relationship between perception toward organic product and consumer purchase intentions. In this case, the perception toward organic product is established by environmental concern, health consciousness, and ethical self identity. Involvement was predicted to moderating influence
perception toward organic product on consumer purchase intention.
Samples taken in this study are 216 respondents of Sebelas Maret University (UNS) Surakarta students who intend to buy organic product. Analysis was performed using Structural Equation Modeling (SEM) to examine the data and hypotheses. Whereas Moderated Regression Analysis used to examine the data and hypotheses with moderating
effect relation of perception toward organic product on consumer purchase intentions. These results indicate that the perception toward organics product formed of environmental concern, health consciousness, and ethical self identity significantly affect on consumer purchase intention. However, involvement do not significantly affect relation of perception toward organic product on consumer purchase intention. In addition, the
perception toward organic product significantly affects purchase intentions. Overall, it can be concluded that the perception toward organics product formed of the environmental concern, health consciousness, and ethical self identity influence consumer
purchase intentions. Therefore, a marketer needs to consider the environmental concern, health consciousness, and ethical self identity.