Determinasi Niat Beli Makanan Sehat Masyarakat Jawa Timur Melalui Peran Kesadaran Kesehatan, Media Sosial, Sikap, dan Keinginan

Syamsudin, Moch. Rizal (2026) Determinasi Niat Beli Makanan Sehat Masyarakat Jawa Timur Melalui Peran Kesadaran Kesehatan, Media Sosial, Sikap, dan Keinginan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya prevalensi penyakit tidak menular mendorong pentingnya penerapan gaya hidup sehat, termasuk konsumsi makanan sehat. Meskipun tingkat kesadaran kesehatan masyarakat, khususnya di Provinsi Jawa Timur, mengalami peningkatan, niat beli terhadap makanan sehat masih relatif rendah. Meskipun demikian, tingginya kesadaran kesehatan belum sepenuhnya terkonversi menjadi perilaku pembelian aktual, sehingga menimbulkan kesenjangan antara orientasi kesehatan dan keputusan konsumsi. Penelitian ini bertujuan menganalisis pengaruh health consciousness dan social media terhadap purchase intention makanan sehat melalui peran attitude dan desire sebagai determinan psikologis dalam kerangka Theory of Planned Behavior (TPB). Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data dikumpulkan melalui survei terhadap konsumen makanan sehat di Jawa Timur yang aktif menggunakan media sosial seperti Instagram dan TikTok. Variabel yang dianalisis meliputi health consciousness, social media, attitude, desire, dan purchase intention. Pengujian model dilakukan melalui evaluasi outer model dan inner model untuk memastikan validitas, reliabilitas, serta signifikansi hubungan antarvariabel. Hasil penelitian menunjukkan bahwa health consciousness dan social media berpengaruh signifikan terhadap attitude dan desire, yang selanjutnya memperkuat purchase intention konsumen terhadap makanan sehat. Temuan ini menegaskan bahwa media sosial tidak hanya berfungsi sebagai saluran informasi, tetapi juga sebagai mekanisme normatif–informasional yang menormalisasi perilaku konsumsi sehat dan mempercepat pembentukan niat beli. Attitude dan desire terbukti sebagai determinan kunci antara kesadaran kesehatan dan paparan media sosial menuju keputusan pembelian. Secara teoretis, penelitian ini memperluas penerapan TPB dalam konteks konsumsi makanan sehat di negara berkembang dengan mengintegrasikan keinginan dan lingkungan digital. Secara praktis, hasil penelitian memberikan implikasi strategis bagi pelaku industri dan pemerintah daerah dalam merancang komunikasi pemasaran dan program edukasi berbasis media sosial untuk mendorong konsumsi makanan sehat di Jawa Timur.
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The rising prevalence of non-communicable diseases has reinforced the urgency of adopting healthy lifestyles, particularly through the consumption of healthy food. Although public health consciousness especially in East Java Province has shown a notable increase, purchase intention toward healthy food remains relatively low. This condition indicates that heightened health awareness has not been fully translated into actual purchasing behavior, thereby creating a gap between health orientation and consumption decisions. This study aims to examine the effects of health consciousness and social media on healthy food purchase intention through the mediating roles of attitude and desire as key psychological determinants within the Theory of Planned Behavior (TPB) framework. This research adopts a quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were collected through a survey of healthy food consumers in East Java who are actively engaged with social media platforms such as Instagram and TikTok. The variables examined include health consciousness, social media, attitude, desire, and purchase intention. Model evaluation was conducted through outer and inner model assessments to ensure validity, reliability, and the statistical significance of the relationships among constructs. The findings reveal that both health consciousness and social media exert significant effects on attitude and desire, which subsequently strengthen consumers’ purchase intention toward healthy food. These results confirm that social media functions not merely as an information channel but also as a normative-informational mechanism that normalizes healthy consumption behavior and accelerates the formation of purchase intention. Attitude and desire are proven to be critical determinants bridging health awareness and social media exposure to purchasing decisions. Theoretically, this study extends the application of TPB within the context of healthy food consumption in developing countries by integrating affective desire and the digital environment. Practically, the findings offer strategic implications for industry practitioners and local governments in designing social media–based marketing communications and educational programs to promote healthy food consumption in East Java.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Health Consciousness, Attitude, Desire, Social Media, Purchase Intention
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Moch. Rizal Syamsudin
Date Deposited:	28 Jan 2026 06:03
Last Modified:	28 Jan 2026 06:04
URI:	http://repository.its.ac.id/id/eprint/130786

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