Analysis Influence of Consumer Behavior to Purchase Organic Foods in Jakarta
Antonius Siahaan, Jeffry Thiodore
Abstract
This research aims to prove whether there is positive correlation among theory of planned behavior variables and give suggestions to the organic food producers 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 3 rd 2017. A sample of 400 respondents were distributed to citizens who stay in the 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 behavioral control to intention as mediator to purchase organic foods in Jakarta. The SEM results of this study show that attitudes and perceived behavioral control have influence on intention, which perceived behavioral control has "strong" correlation. While, the subjective norms have not influenced the intention. As a mediator variable, the intention has shown a "very strong" correlation to purchase decisions on purchasing organic foods.