Determinasi Niat Beli Produk Makanan Sehat Grainora: Pengaruh Kesadaran Kesehatan dengan Mediasi Nilai Fungsional dan Nilai Emosional
DOI:
https://doi.org/10.54082/jupin.2384Kata Kunci:
emotional value, functional value, Grainora, health consciousness, purchase intentionAbstrak
Peningkatan kesadaran masyarakat terhadap kesehatan mendorong perubahan perilaku konsumsi, termasuk meningkatnya minat terhadap produk makanan sehat. Namun, masih terdapat kesenjangan antara kesadaran kesehatan dengan perilaku pembelian nyata yang dipengaruhi oleh dimensi nilai konsumsi. Penelitian ini bertujuan untuk menganalisis pengaruh health consciousness (kesadaran kesehatan) terhadap purchase intention (niat beli) produk makanan sehat Grainora dengan peran mediasi functional value (nilai fungsional) dan emotional value (nilai emosional). Penelitian kuantitatif ini melibatkan 221 responden di Jawa Timur, berusia 17–44 tahun, yang memiliki kepedulian terhadap kesehatan dan mengetahui produk Grainora. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa health consciousness berpengaruh signifikan terhadap functional value, emotional value, dan purchase intention. Selain itu, functional value dan emotional value terbukti memediasi hubungan antara health consciousness dan purchase intention. Penelitian ini memberikan kontribusi teoritis dalam memperluas model perilaku konsumen dengan mengintegrasikan nilai fungsional dan emosional dalam konteks produk makanan sehat lokal, serta memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran berbasis nilai.
Referensi
Andriani, D., Novita, S., & Lipowski, M. (2022). AKTIVITAS FISIK, GANGGUAN PERILAKU MAKAN, DAN KUALITAS HIDUP: BENARKAN PANDEMI MENGUBAH KESADARAN HIDUP SEHAT? Versi Cetak), 6(2), 486–496. https://doi.org/10.24912/jmishumsen.v6i2.14892
Aravindan, K. L., Ramayah, T., Thavanethen, M., Raman, M., Ilhavenil, N., Annamalah, S., & Choong, Y. V. (2023). Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043009
Brownlee, I. A., Durukan, E., Masset, G., Hopkins, S., & Tee, E. S. (2018). An overview of whole grain regulations, recommendations and research across Southeast Asia. Nutrients, 10(6). https://doi.org/10.3390/nu10060752
Ghozali, I. (2021). Aplikasi Analisis Multivariate dengan Program IBM SPSS 26. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://www.researchgate.net/publication/354331182
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hapsari, L. A., Astuti, A. P., & Praswati, A. N. (2020). Konsumsi Makanan dan Olahraga selama Pandemi Covid 19.
Indonesia Data. (2024, December 27). Tren Gaya Hidup Sehat di Indonesia: Data Terkini dan Prediksi 2025. Indonesia Data. https://indonesiadata.id/articles/tren-gaya-hidup-sehat-di-indonesia-data-terkini-dan-prediksi-2025
Köse, Ş. G., & Kırcova, I. (2021). Using theory of consumption values to predict organic food purchase intention: Role of health consciousness and eco-friendly lohas tendency. Spanish Journal of Agricultural Research, 19(3). https://doi.org/10.5424/sjar/2021193-16640
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and healthiness beliefs on attitudes to organic food: The case of the UK. Food Quality and Preference, 19(2), 163-173. https://doi.org/10.1016/j.foodqual.2007.08.002
Mikstas, C. (2023, July 13). Health Benefits of Muesli. Webmd. https://www.webmd.com/diet/health-benefits-muesli
Muna, N., & Ma’ruf, J. J. (2021). PENGARUH NILAI FUNGSIONAL DAN NILAI EMOSIONAL TERHADAP NIAT BELI YANG DIMEDIASI OLEH SIKAP PEMBELIAN PADA KONSUMEN PRODUK AIR MINUM DALAM KEMASAN DI KOTA BANDA ACEH. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(4), 779–793. http:jim.unsyiah.ac.id/ekm
Muna, N., & Ma’ruf, M. F. (2021). Pengaruh perceived value terhadap revisit intention dengan customer satisfaction sebagai variabel mediasi pada coffee shop. Jurnal Ilmu Manajemen, 9(3), 1108-1121. https://doi.org/10.26740/jim.v9n3.p1108-1121
Napitupulu, S. A., Setiawan, B., Rayesa, N., Haryati, N., & Rohman, Ach. A. (2025). Decoding Organic Food Buying Intention: The Interplay of Health Consciousness and Perceived Value Among Urban Consumers in Malang. HABITAT, 36(2), 166–180. https://doi.org/10.21776/ub.habitat.2025.036.2.14
Naufal, M. H., & Syaefulloh, S. (2023). Pengaruh E-Word of Mouth dan Brand Image Terhadap Purchase Intention melalui Costumer Satisfaction Food and Beverage (FNB) di Kota Pekanbaru. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 3876. https://doi.org/10.35931/aq.v17i6.2818
Nielsen. (2025, June 10). NIQ: Konsumen Indonesia Meninjau Ulang Prioritas Kesehatan, Menginginkan Transparansi, Dukungan, dan solusi yang cerdas. Nielseniq. https://nielseniq.com/global/id/news-center/2025/niq-konsumen-indonesia-meninjau-ulang-prioritas-kesehatan-menginginkan-transparansi-dukungan-dan-solusi-yang-cerdas/
Putri, R. E., Rahayu, A., & Hendrayati, H. (2022). Strategi pemasaran produk melalui purchase intention di era digital. Jurnal Ilmiah Manajemen dan Bisnis, 7(1), 45-58. https://doi.org/10.22441/jimb.v7i1.13678
PwC. (2025, July 8). Economic instability and cost of living pressures are influencing Indonesian consumer decisions and priorities, according to PwC’s Voice of the Consumer 2025. PwC. https://www.pwc.com/id/en/media-centre/press-release/2025/english/economic-instability-and-cost-of-living-pressures-influencing-indonesian-consumer-decisions-and-priorities-according-to-pwc-voice-of-the-consumer-2025.html
Rahadi, D. R. (2023). Pengatar Partial Least Square Strctural Equation Model PLS-SEM. 111.
Rosalin, I., Barkah, B., & Pebrianti, W. (2022). Pengaruh Kesadaran Kesehatan dan Perceived Barriers terhadap Attitude toward Organic Food dan Dampaknya terhadap Minat Beli (Studi Kasus Pada Konsumen Muda di Kota Pontianak). Equator Journal of Management and Entrepreneurship (EJME), 10(04), 168–176. https://doi.org/10.26418/ejme.v10i04.58578
Rosalin, R., Rahayu, A., & Hendrayati, H. (2022). Pengaruh health consciousness dan attitude terhadap purchase intention produk pangan organik. Jurnal Riset Manajemen, 12(1), 89-102.
Rūtelionė, A., & Bhutto, M. Y. (2024). “Eco-conscious appetites: Investigating organic food purchase intentions through consumption values, empowered by environmental self-identity and analyzed using MGA – Baltic insights.” Heliyon, 10(15). https://doi.org/10.1016/j.heliyon.2024.e35330
Seegebarth, B., Behrens, S., & Klarmann, C. (2016). The role of consumption values in the context of sustainable consumption behavior. Journal of Consumer Behaviour, 15(4), 305-316. https://doi.org/10.1002/cb.1575
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values (Vol. 22).
Simamora, A. L., & Sulistyo, A. P. (2023). The Role of Perceived Behavior Control in Mediating Entrepreneurship Education and Entrepreneurial Intention. International Journal of Innovative Research in Multidisciplinary Education, 02(12). https://doi.org/10.58806/ijirme.2023.v2i12n07
Soe, S. B., Listiana, E., Afifah, N., Juniwati, J., & Purmono, B. B. (2025). Analysis of consumer motivation on purchase intention of Flimty Fiber. Journal of Management and Digital Business, 5(2), 415–433. https://doi.org/10.53088/jmdb.v5i2.1335
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Tarigan, M. (2025, May 30). Orang Indonesia Dinilai Masih Setengah Hati Ikuti Gaya Hidup Sehat. Tempo. https://www.tempo.co/gaya-hidup/orang-indonesia-dinilai-masih-setengah-hati-ikuti-gaya-hidup-sehat-1585546
Viola, C. (2024, February 18). Tantangan Generasi Muda dalam Membangun Gaya Hidup Sehat. Kompasiana. https://www.kompasiana.com/crescentiaviola/65d0e91ede948f58213098b4/tantangan-generasi-muda-dalam-membangun-gaya-hidup-sehat
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Evelyn Claresta, Santho Vlennery Mettan, Agatha Liney Simmamora
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
