Pengaruh attitude dan price terhadap purchase intention towards organic food product
P Penelitian ini bertujuan untuk menguji dan menganalisis “Pengaruh Attitude Dan Price Terhadap Purchase Intention Towards Organic Food Productâ€. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah mengkonsumsi makanan organik. Jumlah data pada penelitian ini adalah 225 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa Attitude, Perceived Behavioral Control, Environmental Concern, dan Price berpengaruh positif signifikan terhadap Purchase Intention produk makanan organik. Sedangkan Subjective Norms, Convenience, dan Trust tidak berpengaruh signifikan.
T This research aims to examine and analyze the "Influence of Attitude and Price on Purchase Intention Towards Organic Food Products." The sample used in this study consists of consumers who have previously consumed organic food. The research involved 225 respondents, collected through purposive sampling. Testing was conducted using the Structural Equation Model (SEM) method. The results indicate that Attitude, Perceived Behavioral Control, Environmental Concern, and Price have a significant positive influence on Purchase Intention for organic food products. However, Subjective Norms, Convenience, and Trust do not have a significant effect.