Pengaruh Conditional Value dan Emotional Value Terhadap Konsumen Yang Membeli Makanan Organik dan Kepedulian Terhadap Lingkungan

Mutiara Nur Amalia, Muzakar Isa

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh conditional value, emotional value, functional value, social value, dan epistemic value terhadap kepedulian lingkungan serta keputusan pembelian makanan organik. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 323 responden yang merupakan konsumen makanan organik. Data dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa conditional value tidak berpengaruh terhadap kepedulian lingkungan maupun keputusan pembelian. Sementara itu, emotional value, functional value, dan social value terbukti berpengaruh signifikan terhadap kepedulian lingkungan. Selain itu, epistemic value menjadi satu-satunya variabel yang berpengaruh signifikan terhadap keputusan pembelian makanan organik. Temuan ini menunjukkan bahwa keputusan pembelian makanan organik lebih dipengaruhi oleh pengetahuan konsumen, sedangkan kepedulian lingkungan lebih banyak dipengaruhi oleh faktor emosional, sosial, dan fungsional. Penelitian ini diharapkan dapat memberikan kontribusi bagi pelaku usaha dalam merancang strategi pemasaran makanan organik yang lebih efektif.

Keywords


conditional value, emotional value, kepedulian lingkungan, keputusan pembelian, makanan organik

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DOI: https://doi.org/10.17509/ijdb.v5i4.99878

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