Pengaruh Persepsi Nilai Konsumen dan Kesadaran Kesehatan terhadap Intensi Membeli Makanan Organik
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Penelitian ini bertujuan untuk menguji pengaruh persepsi nilai konsumen dan kesadaran kesehatan terhadap intensi membeli makanan organik pada generasi milenial. Penelitian ini menggunakan salah satu tipe pendekatan kuantitatif, yaitu survei. Subjek pada penelitian ini adalah generasi milenial yang saat ini berusia 21-41 tahun dengan total jumlah subjek pada penelitian ini sebanyak 126 orang. Analisis data yang dilakukan dalam penelitian ini menggunakan uji regresi linier sederhana dan regresi linear berganda. Hasil dari uji regresi linier sederhana menunjukkan bahwa persepsi nilai dan kesadaran kesehatan memiliki pengaruh signifikan terhadap intensi membeli (p>0,05). Selanjutnya, nilai slope kedua variabel bertanda positif yang berarti setiap kenaikan 1 skor persepsi nilai akan meningkatkan intensi membeli sebesar 0,185, dan setiap kenaikan 1 skor kesadaran kesehatan akan meningkatkan intensi membeli sebesar 0,123.
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