Faktor-Faktor yang Mempengaruhi Preferensi Konsumen terhadap Produk Organik di Supermarket Kota Denpasar
Keywords:
Produk organik, preferensi konsumen, harga, kesadaran kesehatan, sertifikasi.
Abstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi preferensi konsumen terhadap produk organik di supermarket Kota Denpasar. Produk organik semakin diminati seiring dengan meningkatnya kesadaran konsumen tentang pentingnya kesehatan dan keberlanjutan lingkungan. Namun, meskipun produk organik menawarkan berbagai manfaat, faktor-faktor yang mempengaruhi keputusan konsumen dalam memilih produk organik masih perlu dikaji lebih dalam. Penelitian ini menggunakan metode Partial Least Squares (PLS) untuk mengidentifikasi pengaruh faktor-faktor seperti harga, pengetahuan konsumen, kepercayaan terhadap sertifikasi produk organik, pengaruh sosial, dan keberlanjutan lingkungan terhadap keputusan pembelian produk organik. Hasil penelitian menunjukkan bahwa dua faktor dominan yang paling mempengaruhi preferensi konsumen adalah kesadaran kesehatan dan harga produk organik, dengan koefisien jalur masing-masing 0,320 dan 0,315. Selain itu, kepercayaan terhadap sertifikasi produk organik dan pengaruh sosial juga berpengaruh signifikan, meskipun pengaruhnya lebih kecil. Berdasarkan temuan ini, disarankan agar pemasar dan produsen produk organik lebih fokus pada edukasi konsumen mengenai manfaat kesehatan, meningkatkan transparansi sertifikasi produk, serta memperkenalkan strategi harga yang lebih terjangkau agar produk organik lebih dapat diakses oleh berbagai lapisan masyarakat.References
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Thøgersen, J,, de Barcellos, M, D,, Perin, M, G,, & Zhou, Y, (2019), Consumer buying motives and attitudes
towards organic food in two emerging markets: China and Brazil, Journal of Cleaner Production, 215,
198-210.
Tjahjadi, P, D,, Wibowo, P, A,, & Riawan, E, (2019), Consumer Perception and Behavior towards Organic
Food: A Review, International Journal of Agricultural Economics, 45(3), 251-267.
Yang, Z,, Wang, X,, & Xie, S, (2020), The influence of health consciousness on the consumption of organic
food: Evidence from China, Food Control, 118, 107443.
Zhang, Y,, Li, C,, & Zhang, J, (2021), The impact of media on consumer preferences for organic food: A
study of social media and traditional marketing, Agricultural Economics, 52(3), 321-332.
analysis, Journal of Marketing Research, 57(1), 34-46.
Etikan, I,, Musa, S, A,, & Alkassim, R, S, (2016), Comparison of convenience sampling and purposive
sampling, American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Fazrina, N., Mufid, A., & Hartono, G. (2023). Analisis Preferensi Konsumen terhadap Produk Organik di
Indonesia: Faktor Penentu dan Strategi Peningkatan Pasar. Jurnal Agribisnis, 15(2), 85-96.
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas
Diponegoro.
Fitzpatrick, M,, Johnson, R,, & Williams, T, (2021), Social influences on organic food choices: A cross-
national study, Social Science & Medicine, 272, 113674.
Ghozali, I. (2014). Structural Equation Modeling: Metode Alternatif dengan Partial Least Square (PLS).
Penerbit Universitas Diponegoro.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Universitas
Diponegoro.
Hair, J, F,, Hult, G, T, M,, Ringle, C, M,, & Sarstedt, M, (2021), A Primer on Partial Least Squares
Structural Equation Modeling (PLS-SEM), Springer.,
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. Pearson
Education.
Handayani, R,, Wiratno, A,, & Pratama, Y, (2020), Consumer preferences for organic products in
Indonesia, Journal of Food Products Marketing, 26(3), 202-215.
Henson, S, (2019), Consumer acceptance of organic food products in developing countries: Evidence from
a market survey, International Journal of Consumer Studies, 43(2), 161-170.
Henson, S, (2019), The Price Sensitivity of Consumers for Organic Food: A Global Perspective,
International Journal of Consumer Studies, 43(5), 582-594.
Horne, R, E,, McEwan, J,, & Moffatt, S, (2019), Consumer perceptions and attitudes towards organic food:
An analysis of product attributes and behavioral intentions, Journal of Consumer Behavior, 18(4), 376-
389. Journal of Agribusiness, 37(2), 123-138.
Kementerian Pertanian Indonesia. (2023). Laporan Tahunan Pertanian Berkelanjutan. Jakarta:
Kementerian Pertanian.
Köhler, A,, Gaus, H,, & Engelbert, J, (2021), Consumer perceptions and knowledge gaps regarding organic
food, Journal of Consumer Behaviour, 20(2), 145-156.
Kumar, A,, & Singh, S, (2020), Factors Influencing Consumer Preferences for Organic Food,
Kumar, S,, Bhatt, V,, & Jindal, N, (2021), Factors influencing consumer preference for organic food: A
study from India, Sustainability, 13(5), 951-963.
Mehrabian, A,, & Russell, J, A, (1974), An Approach to Environmental Psychology, MIT Press,
Pereira, L, M,, Furtado, G,, & Souza, M, (2020), Health and Sustainability as Key Drivers of Organic Food
Consumption, Environmental Sustainability, 22(4), 380-396.
Reza, S., & Hartono, G. (2023). Dinamika Pasar Produk Organik: Tantangan dan Peluang di Era Modern.
Jurnal Ekonomi Pertanian, 12(1), 45-58.
Rimal, A, R,, & Real, K, (2020), The role of perceived health risk in consumers' decisions to purchase
organic food, Food Quality and Preference, 83, 103891.
Rimal, A, R,, & Real, S, (2020), Understanding Consumer Behavior Towards Organic Foods: Key Insights
from Global Markets, Food and Society, 28(1), 45-60.
Saragih, B,, Murniati, E,, & Setiawan, I, (2022), Organic food consumption and health: An exploration of
consumer behavior, Sustainable Production and Consumption, 32, 91-99.
Sovranita, R., & Hartono, G. (2023). Preferensi Konsumen terhadap Produk Pangan Organik: Sebuah
Studi Empiris. Denpasar: Universitas Udayana.
Thøgersen, J,, de Barcellos, M, D,, Perin, M, G,, & Zhou, Y, (2019), Consumer buying motives and attitudes
towards organic food in two emerging markets: China and Brazil, Journal of Cleaner Production, 215,
198-210.
Tjahjadi, P, D,, Wibowo, P, A,, & Riawan, E, (2019), Consumer Perception and Behavior towards Organic
Food: A Review, International Journal of Agricultural Economics, 45(3), 251-267.
Yang, Z,, Wang, X,, & Xie, S, (2020), The influence of health consciousness on the consumption of organic
food: Evidence from China, Food Control, 118, 107443.
Zhang, Y,, Li, C,, & Zhang, J, (2021), The impact of media on consumer preferences for organic food: A
study of social media and traditional marketing, Agricultural Economics, 52(3), 321-332.
