Peran Attitude sebagai Mediasi antara Health Consciousness dan Purchase Intention terhadap Traditional Clean Food pada Milenial di Kota Padang
DOI:
https://doi.org/10.31933/emjm.v4i4.1546Keywords:
Health Consciusness, Attitude, Purchase Intention, Traditional Clean FoodAbstract
Meningkatnya kesadaran masyarakat terhadap pilihan makanan sehat mendorong ketertarikan terhadap traditional clean food sebagai alternatif yang mendukung konsumsi yang lebih sehat sekaligus mempertahankan praktik pangan tradisional. Penelitian ini bertujuan untuk menganalisis pengaruh health consciousness terhadap purchase intention pada traditional clean food dengan attitude sebagai variabel mediasi pada generasi milenial di Kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan generasi milenial di Kota Padang yang memiliki pengetahuan dan pengalaman dalam mengonsumsi traditional clean food. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa health consciousness berpengaruh positif terhadap attitude dan purchase intention pada traditional clean food. Attitude juga berpengaruh positif terhadap purchase intention. Selain itu, attitude memediasi hubungan antara health consciousness dan purchase intention, yang menunjukkan bahwa kesadaran terhadap kesehatan dapat membentuk minat beli konsumen secara langsung maupun melalui pembentukan sikap positif terhadap traditional clean food. Temuan ini menunjukkan pentingnya health consciousness dan attitude dalam memahami purchase intention terhadap traditional clean food pada generasi milenial. Penelitian ini memberikan implikasi bagi pelaku usaha dan pemasar makanan tradisional untuk menekankan nilai kesehatan serta membangun sikap positif konsumen.
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