TREN KONSUMSI MAKANAN SEHAT (CLEAN FOOD) : ANALISIS PEMBELIAN PADA MEMBER XGYM, AN APPLICATION OF THE MODEL OF GOAL-DIRECTED BEHAVIOR

Authors

Nurda Lismawati Universitas Andalas
Ma’ruf Ma’ruf Universitas Andalas
Suziana Suziana Universitas Andalas

DOI:

Keywords:

Clean Food, Konsumsi Makanan Sehat, Perilaku Pembelian, Model of Goal-Directed Behavior (MGB), Niat Konsumen, Perceived Behavioral Control

Abstract

Penelitian ini bertujuan untuk menganalisis perilaku pembelian makanan sehat (clean food) pada member XGym dengan menggunakan pendekatan Model of Goal-Directed Behavior (MGB). Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori untuk menguji hubungan kausal antar variabel psikologis dalam Model of Goal-Directed Behavior (MGB) terkait niat pembelian makanan sehat (clean food). Data primer dikumpulkan melalui survei menggunakan kuesioner tertutup yang disebarkan secara daring kepada 120 member aktif Xgym di Kota Padang, yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbantuan software SmartPLS. Hasil penelitian menunjukkan bahwa tidak semua variabel dalam Model of Goal-Directed Behavior (MGB) berpengaruh signifikan terhadap perilaku pembelian makanan sehat. Sikap dan norma subjektif tidak berpengaruh signifikan terhadap keinginan, sementara perceived behavioral control berpengaruh positif signifikan terhadap keinginan. Selanjutnya, keinginan berpengaruh signifikan terhadap niat, dan niat berpengaruh signifikan terhadap tindakan nyata pembelian clean food. Temuan ini menekankan pentingnya kemudahan akses dan keyakinan diri dalam mendorong konsumsi makanan sehat.

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