SHAFIRA, ELSA (2026) PENGARUH THEORY OF PLANNED BEHAVIOR, HEALTH CONSCIOUSNESS, DAN ELECTRONIC WORD OF MOUTH TERHADAP NIAT PEMBELIAN PRODUK MAKANAN ORGANIK DENGAN GENDER SEBAGAI MODERASI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examined the effects of attitude, subjective norm, perceived behavioral control (PBC), health consciousness, and electronic word of mouth (eWOM) on purchase intention toward organic food and tested gender as a moderating variable. The sample was obtained using non-probability purposive sampling from adult consumers (≥18 years) living in Jabodetabek who planned to buy organic food within the next 1–3 months. From 340 online questionnaire responses using a 1–7 Likert scale, 243 valid cases (122 men; 121 women) were retained after screening and data cleaning. Data were analyzed using PLS-SEM (SmartPLS) and Multi-Group Analysis (MGA). The results showed that attitude (β=0.166; p=0.015), subjective norm (β=0.166; p=0.014), PBC (β=0.145; p=0.012), health consciousness (β=0.223; p=0.001), and eWOM (β=0.193; p=0.010) positively and significantly affected purchase intention. The model explained purchase intention at a moderate level (R²=0.422) and showed predictive relevance (Q²predict=0.373). Gender significantly moderated the effects of PBC and health consciousness, while the moderating effects on attitude, subjective norm, and eWOM were not significant. Keywords: Theory of Planned Behavior, health consciousness, electronic word of mouth, purchase intention, organic food, gender. Penelitian ini menganalisis pengaruh attitude, subjective norm, perceived behavioral control (PBC), health consciousness, dan electronic word of mouth (eWOM) terhadap niat pembelian (purchase intention) makanan organik serta menguji peran gender sebagai variabel moderasi. Sampel ditentukan dengan nonprobability purposive sampling pada konsumen dewasa (≥18 tahun) berdomisili Jabodetabek yang berencana membeli makanan organik dalam 1–3 bulan; dari 340 respons kuesioner daring skala Likert 1–7 diperoleh 243 data valid (122 laki-laki; 121 perempuan) setelah screening dan data cleaning. Data dianalisis menggunakan SEM-PLS (SmartPLS) dan Multi-Group Analysis (MGA). Hasil menunjukkan attitude (β=0,166; p=0,015), subjective norm (β=0,166; p=0,014), PBC (β=0,145; p=0,012), health consciousness (β=0,223; p=0,001), dan eWOM (β=0,193; p=0,010) berpengaruh positif dan signifikan terhadap niat pembelian. Model menjelaskan variasi niat pembelian secara moderat (R²=0,422) dan memiliki relevansi prediktif (Q²predict=0,373). Uji moderasi menunjukkan gender memoderasi pengaruh PBC dan health consciousness terhadap niat pembelian, sedangkan moderasi pada attitude, subjective norm, dan eWOM tidak signifikan. Kata kunci: Theory of Planned Behavior, Health Consciousness, Electronic Word of Mouth, Purchase Intention, Makanan organik, Gender.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55124110071 |
| Uncontrolled Keywords: | Theory of Planned Behavior, Health Consciousness, Electronic Word of Mouth, Purchase Intention, Makanan organik, Gender. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 305 Social Groups/Kelompok-kelompok Sosial > 305.3 Gender/Jenis Kelamin 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 04 Mar 2026 05:24 |
| Last Modified: | 04 Mar 2026 05:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101348 |
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