Qomara, Astra Savero (2025) Pengaruh Perceived Communication Source Dan Organic Food Value Pada Behavioral Intention Makanan Organik Di Indonesia Menggunakan Model Stimulus-Organism-Respons (S-O-R). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Tren konsumsi makanan organik terus berkembang secara global, dengan kesadaran terhadap kesehatan, pola makan, dan keberlanjutan sebagai pendorong utama. Di Indonesia, meskipun pasar makanan organik masih berkembang, perubahan preferensi konsumen menunjukkan potensi signifikan. Penelitian ini bertujuan untuk mengeksplorasi pengaruh sumber komunikasi pemasaran terhadap sikap utilitarian dan hedonis serta dampaknya pada niat perilaku konsumen terhadap makanan organik. Menggunakan kerangka Stimulus-Organism-Response (S-O-R), data dari 250 responden dianalisis dengan Structural Equation Modeling (SEM). Hasil menunjukkan bahwa sumber komunikasi pemasaran berpengaruh signifikan terhadap utilitarian attitude (p = 0.000) dan hedonic attitude (p = 0.011). Sikap utilitarian berpengaruh positif signifikan terhadap niat perilaku (p = 0.000), sementara sikap hedonis tidak berpengaruh signifikan (p = 0.784). Lokasi konsumen, terutama di perkotaan, memperkuat hubungan antara sikap dan niat perilaku. Penelitian ini memberikan kontribusi teoritis pada model S-O-R dan memberikan wawasan praktis bagi produsen dan pemerintah dalam merancang strategi komunikasi pemasaran yang mendukung konsumsi makanan organik. ====================================================================================================================================
The consumption trend of organic food continues to grow globally, driven by increasing awareness of health, diet, and sustainability. In Indonesia, although the organic food market is still developing, changing consumer preferences show significant potential. This study aims to explore the influence of marketing communication sources on utilitarian and hedonic attitudes and their impact on consumer behavioral intentions toward organic food. Using the Stimulus-Organism-Response (S-O-R) framework, data from 250 respondents were analyzed using Structural Equation Modeling (SEM). The results indicate that marketing communication sources significantly affect utilitarian (p = 0.000) and hedonic (p = 0.011) attitudes. Utilitarian attitudes have a significant positive effect on behavioral intentions (p = 0.000), while hedonic attitudes do not significantly affect behavioral intentions (p = 0.784). Consumer location, especially in urban areas, strengthens the relationship between attitudes and behavioral intentions. This research contributes theoretically to the S-O-R model and provides practical insights for producers and the government in designing marketing communication strategies that promote organic food consumption.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Behavioural Intention, Hedonic Attitude, Marketing Communication, Organic Food, Perceived Value, SEM, SOR Model, Utilitarian Attitude |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HV Social pathology. Social and public welfare S Agriculture > SB Plant culture > SB191.R5 Rice farming |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management |
| Depositing User: | ASTRA SAVERO QOMARA |
| Date Deposited: | 30 Jan 2025 17:13 |
| Last Modified: | 30 Jan 2025 17:13 |
| URI: | http://repository.its.ac.id/id/eprint/117197 |
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