Faktor-Faktor Yang Memengaruhi Perilaku Beli Produk Berkelanjutan Melalui Media Sosial
DOI:
https://doi.org/10.59945/jpnm.v4i4.1678Keywords:
Efikasi keperilakuan, Kesadaran sosial, Niat beli, Norma deskriptif, Perilaku beli berkelanjutanAbstract
Penelitian ini bertujuan menganalisis pengaruh niat beli terhadap perilaku beli berkelanjutan serta menguji pengaruh norma subjektif, norma deskriptif, sikap terhadap konsumsi, dan efikasi keperilakuan terhadap niat beli. Penelitian ini juga menganalisis pengaruh kesadaran sosial terhadap sikap terhadap konsumsi produk berkelanjutan, khususnya tumbler stainless ramah lingkungan. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal dan longitudinal melalui dua periode pengukuran. Data dikumpulkan menggunakan kuesioner daring dari 203 responden berusia minimal 17 tahun yang memahami tumbler stainless sebagai produk berkelanjutan dan aktif menggunakan media sosial. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) untuk menguji hubungan antarvariabel dan regresi logistik untuk menguji pengaruh niat beli terhadap perilaku beli berkelanjutan. Hasil penelitian menunjukkan bahwa norma subjektif tidak berpengaruh signifikan terhadap niat beli, sedangkan norma deskriptif dan efikasi keperilakuan berpengaruh positif dan signifikan terhadap niat beli. Sikap terhadap konsumsi tidak berpengaruh signifikan terhadap niat beli, sementara kesadaran sosial berpengaruh positif dan signifikan terhadap sikap terhadap konsumsi. Hasil regresi logistik menunjukkan bahwa niat beli tidak berpengaruh signifikan terhadap perilaku beli berkelanjutan. Nilai Nagelkerke R² sebesar 0,043 menunjukkan bahwa kemampuan model dalam menjelaskan variasi perilaku beli berkelanjutan masih rendah. Temuan ini menunjukkan adanya kesenjangan antara niat dan perilaku pembelian aktual. Secara keseluruhan, norma deskriptif dan efikasi keperilakuan menjadi faktor penting dalam membentuk niat beli, sedangkan kesadaran sosial berperan dalam membentuk sikap terhadap konsumsi.
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