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Abstract

Penelitian ini bertujuan untuk memberikan salah satu karya penelitian pertama yang, dengan menggunakan konstruksi the theory of planned behaviour (TPB), menganalisis tingkat niat beli produk organik. Jenis penelitian ini adalah kuantitatif dengan ruang lingkup korelasional dan desain cross sectional. Populasi penelitian ini adalah (195) milenial dari Indonesia. Hasilnya diolah melalui analisis the exploratory factor analysis (EFA), the confirmatory factor analysis (CFA) dan the structural equation modelling (SEM). The subjective norms, Health Consciousness dan Cost Perception mempengaruhi niat untuk membeli produk organik. Availability yang dimediasi oleh perceived behavioural control meningkatkan niat beli, sedangkan price produk tidak. Attitude dan Perceived behavioral Control tidak mempengaruhi niat untuk membeli produk organik.

Keywords

Availability Attitude Cost Perception Health Consciousness Price Purchase Intention Perceived behavioral Control

Article Details

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