Pengaruh Nilai Konsumen Terhadap Kepercayaan Makanan Organik Dengan Usia Sebagai Moderasi Di Kota Surakarta
DOI:
https://doi.org/10.37385/msej.v7i1.10013Keywords:
consumtion experience, consumer trust, makanan organik, nilai konsumen, usiaAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh nilai konsumen terhadap kepercayaan konsumen pada produk makanan organik dengan usia sebagai variabel moderasi di Kota Surakarta. Pendekatan yang digunakan adalah kuantitatif dengan metode survei dan desain cross-sectional. Data primer dikumpulkan melalui kuesioner online menggunakan skala Likert lima poin terhadap konsumen yang pernah membeli atau mengonsumsi makanan organik dalam enam bulan terakhir. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah minimal 200 responden. Analisis data dilakukan menggunakan SmartPLS untuk menguji hubungan antarvariabel dalam model penelitian. Hasil penelitian menunjukkan bahwa consumption experience, self-symbolism, dan security berpengaruh positif dan signifikan terhadap kepercayaan konsumen terhadap makanan organik. Temuan ini mengindikasikan bahwa pengalaman konsumsi, kesesuaian produk dengan identitas diri, serta persepsi keamanan dan manfaat kesehatan merupakan faktor utama dalam membangun consumer trust. Sebaliknya, self-transcendence dan openness to change tidak menunjukkan pengaruh signifikan terhadap kepercayaan konsumen. Selain itu, usia terbukti memoderasi pengaruh self-symbolism dan security terhadap kepercayaan konsumen, namun tidak memoderasi hubungan self-transcendence dan openness to change. Temuan ini menegaskan bahwa pembentukan kepercayaan konsumen terhadap makanan organik lebih dipengaruhi oleh pengalaman nyata, nilai simbolik diri, dan persepsi keamanan produk.
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