HARDY, YULIASIH PUJI RAHAYU (2026) PENGARUH ATTITUDE, SUBJECTIVE NORMS, PERCEIVED BEHAVIOUR CONTROL DAN FOOD WASTE AWARENESS OF CONSEQUENCES TERHADAP PURCHASE INTENTIONS SUBOPTIMAL FOOD YANG DIMODERASI OLEH GENDER. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effects of attitude, subjective norms, perceived behavioral control, and food waste awereness of consequences on purchase intention toward suboptimal food, with gender as a moderating variable. The population of this study consists of consumers shopping at high-end supermarkets in Jakarta, with a total sample of 228 respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results indicate that attitude, subjective norms, and food waste awereness of consequences have a positive and significant effect on purchase intention toward suboptimal food, while perceived behavioral control does not have a significant effect. Furthermore the Multi Group Analysis (MGA) results reveal that gender does not moderate the relationships between attitude, subjective norms, perceived behavioral control and purchase intention. However gender significantly moderate the relationship between food waste awareness of consequences and purchase intention, with a strong effect observed among female consumers compared to male consumers. The theoretical and practical implications of this study are discussed, especially in relation to sustainable marketing strategies and food waste reduction in the retail sector. Keywords: suboptimal food, purchase intention, food waste Theory: Theory of Planned Behavior, Value-Belief-Norm Penelitian ini bertujuan untuk menganalisis pengaruh Attitude, Subjective Norms, Perceived Behavioral Control dan Food Waste Awareness of Consequences terhadap Purchase Intention Suboptimal Food yang dimoderasi oleh Gender. Populasi dari penelitian ini adalah para pembelanja di supermarket high end di Jakarta, dengan jumlah sampel sebanyak 228 orang responden. Metode analisis data menggunakan Structural Partial Least Square-Equation Modelling (PLSSEM) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menemukan bahwa attitude, subjective norms, dan food waste awareness of consequences berpengaruh positif dan signifikan terhadap purchase intention suboptimal food sedangkan perceived behavioral control tidak menunjukkan pengaruh yang signifikan. Implikasi teoritis dan praktis dari penelitian ini dibahas lebih lanjut dalam tesis ini terutama dalam pengembangan strategi pemasaran berkelanjutan dan pengurangan food waste di sektor ritel. Kata Kunci: Suboptimal Food, Purchase Intention, Food Waste. Teori: Theory of Planned Behavior, Value-Belief-Norm.
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