Pengaruh Pengetahuan dan Sikap Konsumen Akan Nutrition Labeling Terhadap Minat Beli

Abstract

Pengetahuan konsumen terkait nutrition labeling sangat diperlukan guna membentuk sikap konsumen akan nutrition labeling sehingga menumbuhkan minat beli konsumen. Penelitian ini menggunakan SPSS Statistic, alat analisis regresi dengan variabel intervening untuk mengolah data. Hasil penelitian menunjukkan pengetahuan konsumen berpengaruh positif terhadap sikap konsumen akan nutrition labeling dan sikap konsumen akan nutrition labeling berpengaruh positif terhadap minat beli. Hal tersebut menunjukkan bahwa pengetahuan konsumen yang baik dalam membaca nutrition labeling berpengaruh pada sikap konsumen yang positif pula akan nutrition labeling sehingga menumbuhkan minat beli konsumen terhadap produk tersebut. Akan tetapi, pengetahuan konsumen berpengaruh negatif terhadap minat beli konsumen, sehingga sikap konsumen akan nutrition labeling memediasi (intervening) secara mutlak pengaruh pengetahuan konsumen terhadap minat beli konsumen.

The consumer's knowledge, which is related with nutrition labeling, is very necessary in growing the consumer's buying interest. This research used SPSS, a regression analysis instrument which is equipped by intervening variable to process the data. The result of this study showed that the consumer's knowledge has positif influences on the consumer's attitude toward nutrition labeling. Moreover, the consumer's attitude toward Nutrition Labeling has positif influences to the concumer's buying interest. This study showed that the higher the consumer's knowledge while reading the nutrition labeling, the higher the positive behaviour that the consumer has toward the nutrition labeling. Therefore, the buying interest that the consumer has toward a product could grow. Anyhow, the consumer's knowledge has a negative influence to the consumer's buying interest, thus the consumer's attitude toward nutrition labeling became an absolute mediator (intervening) in the influences of Consumer's Knowledge toward Consumer's buying interest.