DETAIL KOLEKSI


Antecedents Of Willingness To Pay Organic Vegetabless


Oleh : Saidatul Fitria Tassha

Info Katalog

Nomor Panggil : 2016_TA_MJ_022121239

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2015

Pembimbing 1 : Ayu Eka Sari

Subyek : I

Kata Kunci : Health Motivation, Green Motivation, Attitude, Intrinsic and Extrinsic Attributes of Perceived Quali


File Repositori
No. Nama File Ukuran Status
1. 2015_TA_MJ_022121239-A-HALAMAN-JUDUL.pdf 1458.44 (KB)
2. 2015_TA-MJ-022121239-A-BAB-1.pdf 1371.97 (KB)
3. 2015_TA-MJ-022121239-A-BAB-3.pdf 1064.41 (KB)
4. 2015_TA-MJ-022121239-A-BAB-5.pdf 710.78 (KB)
5. 2015_TA_MJ_022121239-DAFTAR-PUSTAKA.pdf 829.3 (KB)
6. 2015_TA_MJ_022121239-LAMPIRAN.pdf 4095 (KB)

P Pemahaman mengkonsumsi bahan-bahan organik menghasilkan kehidupan yang lebih sehat adalah hal yang popular di kalangan masyarakat. Itulah sebabnya, beberapa tahun terakhir berkembangnya gerakan untuk meningkatkan produk pertanian yang bebas dari unsur pestisda. Kesadaran tentang bahaya yang ditimbulkan oleh produk non organik menarik banyak konsumen dan produsen untuk mendukung pengembangan makanan organik. Selain itu, tesis ini membahas apakah ada dampak yang signifikan dari health motivation dan green motivation terhadap consumer attitude. Selanjutnya, penelitian ini bertujuan untuk menyelidiki pengaruh positif consumer attitude terhadap intrinsic and extrinsic attributes of perceived quality, serta intrinsic and extrinsic attributes terhadap willingness to pay. Dan pengaruh langsung consumer attitude terhadap willingness to pay. Data diperoleh dengan menyebarkan kuesioner kepada 180 responden yang pernah melihat sayuran organik dengan label "Organik Indonesia". Hasil empiris dari penelitian ini menggunakan metode Structural Equation Modeling (SEM) untuk menguji data. Hasil pengujian hipotesis menunjukkan pengaruh yang signifikan dari health motivation dan green motivation terhadap consumer attitude, consumer attitude terhadap intrinsic and extrinsic attributes of perceived quality, intrinsic and extrinsic attributes terhadap willingness to pay, dan pengaruh langsung dari consumer attitude terhadap willingness to pay. Selain itu, produsen sayuran organik harus menunjukkan kepada konsumen bahwa mereka memiliki kesadaran terhadap kelestarian lingkungan, seiring dengan bertambahnya distribusi sayuran organik.

T The understanding of consuming organic ingredients results in a healthier life is popular among the society. Thus, recent development was conducted to grow food sources that are free from conditions such as hormone-injections or the used of pesticides. The raised of awareness of non-organic products attracted many consumers and producers to support the development of organic food. In addition, this thesis discussed whether there is a significant impact of health motivation and green motivation to the consumer attitude. Furthermore, this study seeks to investigate the positive influences of consumer attitude to both intrinsic and extrinsic attributes of perceived quality, as well as the intrinsic and extrinsic attributes to willingness to pay. And the direct influences of consumer attitudes toward willingness to pay. Data obtained by distributing questionnaires to 180 respondents who have seen organic vegetables with “Organik Indonesia” label. Structural Equation Modeling (SEM) was employed to test the data. The result of hypothesis testing showed a significant influence of health motivation and green motivation to the consumer attitude, consumer attitude to intrinsic and extrinsic attributes, intrinsic and extrinsic attributes to willingness to pay, and direct influences of consumer attitude to willingness to pay. Moreover, the producer of organic vegetables should show more to the consumer that they behave in an environmental sustainability conscious along with increasing the distribution of organic vegetables.

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