Persepsi Information Transparency Berbasis Blockchain Terhadap Fresh Food Purchase Intention

Ardiyanti, Naili Zakiyyah (2026) Persepsi Information Transparency Berbasis Blockchain Terhadap Fresh Food Purchase Intention. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dominasi fresh food impor di pasar modern Indonesia mencerminkan rendahnya kepercayaan konsumen terhadap produk lokal akibat ketidakpastian kualitas dan informasi asal-usul, sehingga memicu kebutuhan akan transparansi yang dapat diverifikasi melalui teknologi blockchain pada kemasan produk. Penelitian ini bertujuan menganalisis pengaruh persepsi information transparency berbasis blockchain (PIT) terhadap fresh food purchase intention (FPI), serta menguji peran moderasi blockchain-based trust (BBT) dalam kerangka Theory of Planned Behavior (TPB). Penelitian ini menggunakan pendekatan kuantitatif konfirmatori dengan teknik analisis structural equation modeling (SEM) berbasis covariance-based (CB). Data diperoleh melalui kuesioner daring dengan teknik purposive sampling yang disebarkan kepada 168 responden Indonesia, khususnya di Pulau Jawa, dengan kriteria responden yakni konsumen fresh food yang memahami konsep information transparency berbasis blockchain. Pengukuran dilakukan menggunakan skala Likert tujuh poin untuk mengidentifikasi hubungan antar variabel dan kekuatan moderasi blockchain-based trust. Hasil penelitian menunjukkan bahwa attitude (ATT) tidak berpengaruh langsung terhadap FPI, namun subjective norm (SN) dan perceived behavioral control (PBC) berpengaruh signifikan terhadap FPI. SN berpengaruh signifikan terhadap ATT. PIT signifikan terhadap ATT, SN, dan PBC, namun tidak berpengaruh langsung pada FPI. Selain itu, BBT tidak memoderasi hubungan antara PIT dengan ATT, tetapi memperkuat hubungan PIT dengan PBC, PIT dengan SN, dan PIT dengan FPI. Secara teoretis, penelitian ini memperluas TPB melalui integrasi dengan digital trust. Secara praktis, temuan ini menjadi acuan bagi pelaku bisnis, pengembang teknologi blockchain, dan regulator dalam mendorong pemasaran digital dan transparansi rantai pasok fresh food lokal.
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The dominance of imported fresh food in Indonesia’s modern retail market reflects low consumer trust in local products, driven by quality uncertainty and limited information on product origin, thereby increasing the demand for verifiable information transparency through blockchain technology embedded in product packaging. This study aims to examine the effect of blockchain-based information transparency perception (PIT) on fresh food purchase intention (FPI) and to test the moderating role of blockchain-based trust (BBT) within the Theory of Planned Behavior (TPB) framework. A confirmatory quantitative approach was employed using covariance-based structural equation modeling (CB-SEM). Data were collected through an online questionnaire using purposive sampling from 168 Indonesian respondents, primarily in Java, who were familiar with the concept of blockchain-based information transparency. A seven-point Likert scale was used to measure the relationships among variables and the strength of the moderating effect of blockchain-based trust. The results indicate that attitude (ATT) does not have a direct effect on FPI, while subjective norm (SN) and perceived behavioral control (PBC) significantly influence FPI. SN also shows a significant effect on ATT. PIT significantly affects ATT, SN, and PBC, but does not directly influence FPI. Furthermore, BBT does not moderate the relationship between PIT and ATT; however, it strengthens the relationships between PIT and PBC, PIT and SN, and PIT and FPI. Theoretically, this study extends TPB by integrating the concept of digital trust. Practically, the findings provide insights for fresh food businesses, blockchain technology developers, and policymakers in promoting digital marketing strategies and supply chain transparency to enhance the competitiveness of local fresh food products.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	blockchain-based trust, fresh food, information transparency, purchase intention, theory of planned behavior
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. H Social Sciences > HD Industries. Land use. Labor > HD38.5 Business logistics--Cost effectiveness. Supply chain management. ERP H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management
Depositing User:	Naili Zakiyyah Ardiyanti
Date Deposited:	27 Jan 2026 06:50
Last Modified:	27 Jan 2026 06:50
URI:	http://repository.its.ac.id/id/eprint/130490

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