PENGARUH ATTITUDE, SUBJECTIVE NORM, PERCEIVED BEHAVIORAL CONTROL, DAN SOCIAL MEDIA EXPOSURE TERHADAP PURCHASE INTENTION PADA MAKANAN ORGANIK

RAHMADHANI, ANNISYA BUNGA (2025) PENGARUH ATTITUDE, SUBJECTIVE NORM, PERCEIVED BEHAVIORAL CONTROL, DAN SOCIAL MEDIA EXPOSURE TERHADAP PURCHASE INTENTION PADA MAKANAN ORGANIK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze how Attitude, Subjective Norm, Perceived Behavioral Control, and Social Media Exposure affect Purchase Intention on Organic Food. The population in this study includes Generation Z who have an understanding of organic food in the Java Island area. In this study, a sample of 129 respondents was taken, which was calculated using G*power software version 3.1.9.4. Sampling was conducted using purposive sampling technique. Data was obtained through the implementation of a survey, where the questionnaire served as a research instrument. Data processing was done by utilizing Partial Least Square (PLS) version 4.0. The findings of this study indicate that Attitude and Subjective Norm have a positive and significant influence on Purchase Intention, while Perceived Behavioral Control and Social Media Exposure do not show a significant influence. Keywords: Attitude, Subjective Norm, Perceived Behavioral Control, Social Media Exposure, Purchase Intention, Organic Food. Studi ini memiliki tujuan yaitu untuk menganalisis bagaimana Attitude, Subjective Norm, Perceived Behavioral Control dan Social Media Exposure memengaruhi Purchase Intention pada Makanan Organik. Populasi pada studi ini mencakup Generasi Z yang memiliki pemahaman tentang makanan organik di wilayah Pulau Jawa. Dalam studi ini, sampel yang diambil berjumlah 129 responden, yang dihitung memakai software G*power versi 3.1.9.4. Pengambilan sampel dilakukan dengan teknik purposive sampling. Data diperoleh melalui pelaksanaan survei, dimana kuesioner berfungsi sebagai instrument penelitian. Proses pengolahan data dilakukan dengan memanfaatkan Partial Least Square (PLS) versi 4.0. Temuan dari studi ini mengindikasikan bahwa Attitude dan Subjective Norm memiliki pengaruh positif dan signifikan terhadap Purchase Intention, sedangkan Perceived Behavioral Control dan Social Media Exposure tidak menunjukkan pengaruh yang signifikan. Kata Kunci: Attitude, Subjective Norm, Perceived Behavioral Control, Social Media Exposure, Purchase Intention, Makanan Organik.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 123
NIM/NIDN Creators:	43121010205
Uncontrolled Keywords:	Attitude, Subjective Norm, Perceived Behavioral Control, Social Media Exposure, Purchase Intention, Makanan Organik.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 300 Social Science/Ilmu-ilmu Sosial > 390 Customs of People/Adat Istiadat dan Kebiasaan Masyarakat Berdasarkan Status Ekonomi dan Kelas Sosial > 393 Death Customs/Adat Istiadat yang Berhubungan dengan Kematian > 393.4 Exposure/Paparan 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	28 Jun 2025 08:24
Last Modified:	28 Jun 2025 08:24
URI:	http://repository.mercubuana.ac.id/id/eprint/95922

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