SUSANTI, SUSANTI (2025) RESCUE OR REJECT? FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MEMBELI MAKANAN SURPLUS SECARA ONLINE DI JABODETABEK. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Food waste remains a serious challenge in Indonesia, even though surplus food that is still safe to consume could be a solution to reduce waste and promote sustainable consumption. This study analyzes the influence of Environmental Concern (EC), Food Waste Awareness (FWA), and Price Consciousness (PC) on Purchase Intention (PI) for surplus food sold online, with Attitude (AT) as a mediating variable and Food Neophobia (FN) as a moderating variable. Using SEM-PLS with 210 respondents in Jabodetabek, the results show that EC, FWA, and PC positively affect attitudes, which significantly enhance purchase intention. Attitude is proven to mediate the influence of these factors on purchase intention, while food neophobia does not moderate the relationship between attitude and purchase intention. These findings emphasize the importance of increasing environmental awareness, understanding of food waste, and price sensitivity to support sustainable consumption of surplus food online. Keywords: Environmental Concern, Food Waste Awareness, Price Consciousness, Attitude, Food Neophobia, Purchase Intention. Food waste masih menjadi tantangan serius di Indonesia, padahal makanan surplus yang masih layak konsumsi dapat menjadi solusi mengurangi limbah sekaligus mendukung konsumsi berkelanjutan. Penelitian ini menganalisis pengaruh Environmental Concern (EC), Food Waste Awareness (FWA), dan Price Consciousness (PC) terhadap niat beli (Purchase Intention/PI) makanan surplus secara online, dengan Attitude (AT) sebagai variabel mediasi dan Food Neophobia (FN) sebagai variabel moderasi. Menggunakan SEM-PLS pada 210 responden di Jabodetabek, hasil menunjukkan EC, FWA, dan PC berpengaruh positif terhadap sikap, yang secara signifikan meningkatkan niat beli. Sikap terbukti memediasi pengaruh ketiga faktor tersebut terhadap niat beli, sedangkan food neophobia tidak memoderasi hubungan antara sikap dengan niat beli. Temuan ini menekankan pentingnya meningkatkan kesadaran lingkungan, pemahaman food waste, dan kepekaan harga untuk mendukung konsumsi makanan surplus secara online. Kata kunci: Environmental Concern, Food Waste Awareness, Price Consciousness, Attitude, Food Neophobia, Purchase Intention.
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