Thiodore, Jeffry and Siahaan, Antonius TP. and Mariza, Ita (2017) Analysis Influence Of Consumer Behavior To Purchase Organic Foods In Jakarta. Masters thesis, Swiss German University.

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Abstract

The research aims to prove there is positive correlation among theory of planned behavior variables and finally give suggestions to the organic food producers based on finding in this research to create and formulate a preferable marketing strategy, achieve better sales performance and to support organic food growth in Jakarta. A survey was conducted during June, 12 th 2017 to July 3rd 2017. A sample of 400 respondents was distributed to citizen who stay in Jakarta area and know about organic food. The data was analysed using structural Equation Model (SEM) and descriptive analysis to see the features of data collected and their relationship on attitudes, subjective norms, perceived behavioural control to intention as mediator to purchase decision of organic foods in Jakarta. The SEM results of this study show that attitudes and perceived behavioural control have influence to intention, which perceived behavioural control has “strong” correlation. While, the subjective norms has not influence to the intention. As mediator variable, the intention has shown a “very strong” correlation to purchase decision on purchasing organic foods.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Consumer Behavior; Theory of Planned Behavior; Attitude; Subjective Norm; Perceive Control Behavior
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	13 May 2020 13:45
Last Modified:	13 May 2020 13:45
URI:	http://repository.sgu.ac.id/id/eprint/303

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