Determinan niat beli produk perawatan diri organik
Article Sidebar
Main Article Content
Abstract
This study determined the influence of product knowledge and perceived value on organic personal care purchase intention. Examined the attitude towards purchase intention as the mediator of product knowledge and perceived value towards purchase intention also perceived behavioral control as a moderator between attitude towards purchase intention and organic personal care purchase intention which is the difference of TPB application in previous and still limited. A total of 351 respondents participated in this study by online survey who knows about organic personal care. The collected data is used to examine the correlation of variables by the PLS-SEM method, and the result showed organic personal care purchase intention is influenced by attitude towards purchase intention and perceived behavioral control. Attitude toward purchase intention is influenced by product knowledge (subjective and objective knowledge) and perceived value (health and environmental value). Marketers need to carry out the event, give a sample, and laboratory tests for organic personal care products to inform product perceived value and increase subjective and objective knowledge, also the attitude towards organic personal care product purchase intention.
Studi ini menentukan pengaruh dari pengetahuan produk dan nilai yang dipersepsikan terhadap niat beli produk perawatan diri organik. Selain itu, sikap sebagai mediator antara pengetahuan produk dan nilai yang dipersepsikan dengan niat beli, dan persepsi kontrol perilaku sebagai moderasi antara sikap dengan niat beli yang membedakan penerapan teori TPB pada penelitian sebelumnya dan masih terbatas. Data yang diperoleh berasal dari 351 responden mengetahui produk perawatan diri organik. Teknik analisa data menggunakan PLS-SEM dalam menguji keterkaitan antar variabel yang diteliti. Niat beli produk perawatan diri organik dipengaruhi oleh sikap terhadap niat beli dan persepsi kontrol perilaku. Sikap terhadap niat beli produk perawatan diri organik dipengaruhi oleh pengetahuan produk yang mencakupi pengetahuan subjektif dan pengetahuan objektif, serta nilai-nilai produk yang dipersepsikan, seperti nilai kesehatan dan nilai lingkungan. Tim pemasar perlu melakukan event, memberikan sampel, dan melakukan tes laboratorium terhadap produk perawatan diri organik untuk menginformasikan nilai-nilai produk yang dipersepsikan, meningkatkan pengetahuan subjektif maupun objektif, dan sikap terhadap niat beli produk perawatan diri organik.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Manajemen Bisnis dan Kewirausahaan Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J., & van Huylenbroeck, G. (2011). The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food. British Food Journal, 113(11), 1353–1378. https://doi.org/10.1108/00070701111179988
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action Control (pp. 11–39). Springer. https://doi.org/10.1007/978-3-642-69746-3_2
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(2), 123–156. https://doi.org/10.1086/314317
Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50(2–3), 443–454. https://doi.org/10.1016/j.appet.2007.09.010
Bansal, H. S., & Taylor, S. F. (2002). Investigating interactive effects in the theory of planned behavior in a service-provider switching context. Psychology and Marketing, 19(5), 407–425. https://doi.org/10.1002/mar.10017
Bauer, H. H., Heinrich, D., & Schäfer, D. B. (2013). The effects of organic labels on global, local, and private brands. More hype than substance? Journal of Business Research, 66(8), 1035–1043. https://doi.org/10.1016/j.jbusres.2011.12.028
Bredahl, L. (2001). Determinants of consumer attitudes and purchase intentions with regard to genetically modified foods - results of a cross-national survey. Journal of Consumer Policy, 24(1), 23–61. https://doi.org/10.1023/A:1010950406128
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1–16. https://doi.org/10.1086/209031
Cengiz, E., & Kirkbir, F. (2007). Customer perceived value: The development of a multiple item scale in hospitals. Problems and Perspectives in Management, 5(3), 252–268. https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/1860/PPM_EN_2007_03cont_Cengiz1.pdf
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Chatzisarantis, N. L. D., Hagger, M. S., & Smith, B. (2007). Influences of perceived autonomy support on physical activity within the theory of planned behavior. European Journal of Social Psychology, 37(5), 934–954. https://doi.org/10.1002/ejsp.407
Chen, M. F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008–1021. https://doi.org/10.1016/j.foodqual.2007.04.004
Dunlop, R. E., & Jones, R. E. (2002). Environmental concern: Conceptual and measurement issues. In R. E. Dunlop & W. Michelson (Eds.), Handbook of Environmental Sociology (pp. 482–524). Greenwood Press.
Fransson, N., & Gärling, T. (1999). Environmental concern: Conceptual definitions, measurement methods, and research findings. Journal of Environmental Psychology, 19(4), 369–382. https://doi.org/10.1006/jevp.1999.0141
Gerstell, E., Marchessou, S., Schmidt, J., & Spagnuolo, E. (2020). How COVID-19 is changing the world of beauty. https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer Packaged Goods/Our Insights/How COVID 19 is changing the world of beauty/How-COVID-19-is-changing-the-world-of-beauty-vF.pdf
Ghazali, E., Soon, P. C., Mutum, D. S., & Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39, 154–163. https://doi.org/10.1016/j.jretconser.2017.08.002
GlobalData. (2020). International beauty and personal care brands likely to drive cosmetics and toiletries growth in Indonesia, says GlobalData. GlobalData. https://www.globaldata.com/media/consumer/international-beauty-personal-care-brands-likely-drive-cosmetics-toiletries-growth-indonesia-says-globaldata/
Grand View Research. (2022). Organic personal care market size worth $42.19 billion by 2030. https://www.grandviewresearch.com/press-release/global-organic-personal-care-market
Hadi, M. Z., & Keni. (2022). Pengaruh brand image, brand awareness, dan brand trust terhadap purchase intention pada produk kecantikan ramah lingkungan. Jurnal Manajemen Bisnis dan Kewirausahaan, 6(3), 254–259. https://doi.org/10.24912/jmbk.v6i3.18649
Hair, Jr., J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE.
Hair, Jr., J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Helm, R., & Mark, A. (2012). Analysis and evaluation of moderator effects in regression models: State of art, alternatives and empirical example. Review of Managerial Science, 6(4), 307–332. https://doi.org/10.1007/s11846-010-0057-y
Hunt, D. P. (2003). The concept of knowledge and how to measure it. Journal of Intellectual Capital, 4(1), 100–113. https://doi.org/10.1108/14691930310455414
Jayanti, R. K., & Burns, A. C. (1998). The antecedents of preventive health care behavior: An empirical study. Journal of the Academy of Marketing Science, 26(1), 6–15. https://doi.org/10.1177/0092070398261002
Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28(1), 40–47. https://doi.org/10.1108/07363761111101930
Lea, E., & Worsley, T. (2005). Australians’ organic food beliefs, demographics and values. British Food Journal, 107(11), 855–869. https://doi.org/10.1108/00070700510629797
Lee, W. I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223–229. https://doi.org/10.1016/j.apmrv.2017.07.007
Lin, H. F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6(4), 433–442. https://doi.org/10.1016/j.elerap.2007.02.002
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3–9. https://doi.org/10.1177/0146167292181001
Marks, L. J., & Olson, J. C. (1981). Toward a cognitive structure conceptualization of product familiarity. Advances in Consumer Research, 8(1), 145–150.
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163–170. https://doi.org/10.1111/j.1470-6431.2007.00619.x
Newsom, J. T., McFarland, B. H., Kaplan, M. S., Huguet, N., & Zani, B. (2005). The health consciousness myth: Implications of the near independence of major health behaviors in the North American population. Social Science and Medicine, 60(2), 433–437. https://doi.org/10.1016/j.socscimed.2004.05.015
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Park, C. W., Feick, L., & Mothersbaugh, D. L. (1992). Consumer knowledge assessment: How product experience and knowledge of brands, attributes, and features affects what we think we know. Advances in Consumer Research, 19(1), 193–197.
Pieniak, Z., Aertsens, J., & Verbeke, W. (2010). Subjective and objective knowledge as determinants of organic vegetables consumption. Food Quality and Preference, 21(6), 581–588. https://doi.org/10.1016/j.foodqual.2010.03.004
Quality Assurance International. (2012). Organic personal care and cosmetics: Capitalizing on this growing sector (QTA 2012 Organic Industry Survey). https://www.qai-inc.com/media/docs/organic_personal_care_white_paper.pdf
Ramayah, T., Chuah, F., Hwa, C. J., Ting, H., & Memon, M. A. (2018). Assessment of mediation analysis. In Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0: An updated and practical guide to statistical analysis (2nd ed.). Pearson Education.
Teng, H. J., Ni, J. J., & Chen, H. H. (2018). Relationship between e-servicescape and purchase intention among heavy and light internet users. Internet Research, 28(2), 333–350. https://doi.org/10.1108/IntR-10-2016-0303
Tudoran, A., Olsen, S. O., & Dopico, D. C. (2009). The effect of health benefit information on consumers health value, attitudes and intentions. Appetite, 52(3), 568–579. https://doi.org/10.1016/j.appet.2009.01.009
van Loo, E. J., Diem, M. N. H., Pieniak, Z., & Verbeke, W. (2013). Consumer attitudes, knowledge, and consumption of organic yogurt. Journal of Dairy Science, 96(4), 2118–2129. https://doi.org/10.3168/jds.2012-6262
Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude - Behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19(2), 169–194. https://doi.org/10.1007/s10806-005-5485-3
Weissenberger, J. (2015). Organic production and the European union. https://www.europarl.europa.eu/RegData/etudes/IDAN/2015/548989/EPRS_IDA%282015%29548989_EN.pdf
Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153. https://doi.org/10.1007/BF02894350
Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter? Science of the Total Environment, 704, 135275. https://doi.org/10.1016/j.scitotenv.2019.135275
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zelezny, L. C., & Schultz, P. W. (2000). Psychology of promoting environmentalism: Promoting environmentalism. Journal of Social Issues, 56(3), 365–371. https://doi.org/10.1111/0022-4537.00172