Investigation for Mediating Customer Attitude Toward: Health Consciousness and Food Safety Concern to Purchase Intention Moriku Healthy Snack
DOI:
https://doi.org/10.46821/ijms.v2i2.392Keywords:
Kesadaran Kesehatan, Keamanan Pangan, Sikap Konsumen, Makanan OrganikAbstract
Moriku merupakan solusi atas permintaan konsumen dewasa ini. Moriku mengombinasikan kesehatan dan kepraktisan dalam satu sajian biskuit. Selain mulai sadar dengan kesehatan (health consciousness), konsumen saat ini juga concern terhadap keamanan makanan yang dikonsumsi (food safety). Perlunya penelitian lebih dalam dari Moriku sebagai salah satu solusi atas kepraktisan dan kesehatan masyarakat dilakukan dengan metode Structural Equation Model menggunakan media Partial Least Square. Dalam penelitian ini, terdapat 4 variabel laten, 22 indikator dan 114 sampel calon konsumen Moriku. Hasil penelitian menyatakan bahwa health consciousness berpengaruh atas customer attitude toward organic food, food safety concern berpengaruh terhadap customer attitude toward organic food, dan customer attitude toward organic food juga berpengaruh terhadap purchase intention. Variabel health consciousness ternyata juga berpengaruh terhadap purchase intention melalui customer attitude toward organic food, serta food safety concern berpengaruh terhadap purchase intention melalui customer attitude toward organic food.References
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