The THE LIFESTYLE EFFECT ON THE PURCHASE DECISION OF SALAD IN PEKANBARU CITY

  • Mutiara Fitri Agribusiness Master of Science, Bogor Agricultural University, Bogor, Indonesia
Keywords: lifestyle, Purchase Decision, Salad, SEM-PLS

Abstract

ABSTRACT

An individual with a healthy lifestyle will tend to consume foods that are good for health such as salads. Lifestyle is a factor that can affect people in making decisions to buy food. This research aims to analyze the effect of lifestyle on purchasing decisions for salad in Pekanbaru City. Respondents in this research were people who lived in Pekanbaru City, consumed salad, and were 17-65 years old. The consumer survey was carried out in July 2022. The results of research through SEM-PLS showed that the factors that affected the purchase of salads in Pekanbaru City were lifestyle, level of education, product quality, gender, and income as indirect effects through lifestyle. Based on the research results, the policy implications were (1) producers must pay more attention to the target market; (2) producers can reach middle to lower-income consumers by making products with lower selling prices or promotions; (3) producers must attract male consumers to consume more salads; (4) the government conducts education to adopt a healthy lifestyle for individuals with low levels of education, and (5) producers must improve product quality.

Keyword: lifestyle, purchases decisions, salad, SEM-PLS.

ABSTRAK

Individu dengan gaya hidup sehat akan cenderung lebih memilih untuk mengkonsumsi makanan yang baik untuk kesehatan seperti salad. Gaya hidup juga menjadi salah satu faktor yang dapat mempengaruhi individu dalam mengambil keputusan untuk melakukan pembelian makanan. Penelitian ini bertujaun untuk menganalisis pengaruh gaya hidup terhadap keputusan pembelian salad di Kota Pekanbaru. Responden dalam penelitian ini adalah penduduk yang berdomisili di Kota Pekanbaru, pernah mengkonsumsi salad, dan berusia 17-65 tahun. Survey konsumen dilaksanakan pada bulan juli 2022. Hasil penelitian melalui SEM-PLS menunjukkan bahwa faktor yang mempengaruhi pembelian salad di Kota Pekanbaru adalah gaya hidup, tingkat pendidikan, kualitas produk, jenis kelamin, dan pendapatan berpengaruh secara tidak langsung melalui gaya hidup. Berdasarkan hasil penelitian, implikasi kebijakan yaitu (1) produsen harus lebih memperhatikan target pasar; (2) produsen dapat menjangkau konsumen dengan pendapatan menengah ke bawah dengan membuat produk dengan harga jual lebih rendah atau promosi; (3) produsen harus menarik konsumen jenis kelamin pria untuk lebih banyak konsumsi salad; (4) pemerintah melakukan edukasi untuk melakukan gaya hidup sehat pada individu dengan tingkat Pendidikan rendah; dan (5) produsen harus meningkatkan kualitas produk.

Kata Kunci: Gaya Hidup, Keputusan Pembelian, Salad, SEM-PLS

Downloads

Download data is not yet available.

References

Adawiyah, R., Najib, M., & Ali, M. M. (2021). Information Effect on Organic Vegetable Purchase Interest through Consumer Preferences and Awareness. Journal of Asian Finance, Economics and Business, 8(2), 1055–1062. https://doi.org/10.13106/jafeb.2021.vol8.no2.1055

Adiwinata, N. N., Sumarwan, U., & Simanjuntak, M. (2021). Faktor-Faktor yang Mempengaruhi Perilaku Konsumen Kopi di Era Pandemi Covid-19. Jurnal Ilmu Keluarga Dan Konsumen, 14(2), 189–202. https://doi.org/DOI: http://dx.doi.org/10.24156/jikk.2021.14.2.189

Amrullah, A. R., & Agustin, S. (2016). Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Honda Beat. Jurnal Ilmu Dan Riset Manajemen , 05, 1–15.

Anggraini, F. N., & Sudarwanto, T. (2020). Pengaruh Gaya Hidup Dan Diskon Terhadap Keputusan Pembelian Produk Mc Donald ’ S Di Surabaya ( Studi Pada Mahasiswa Fakultas Ekonomi Angkatan 2016-2019 Universitas Negeri Surabaya ). Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 992–998. https://jurnalmahasiswa.unesa.ac.id/index.php/jptn/article/view/35986

Antal, E., & Kasza, G. (2022). Food Purchase Behavior during The First Wave of COVID-19 : The Case of Hungary. International Journal of Environmental Research and Public Health, 1–16. https://doi.org/https://doi.org/10.3390/ijerph19020872

Aritonang, I. (2011). Kebiasaan Makan dan Gizi Seimbang. Leutika.

Aulia, L., & Yuliati, L. N. (2018). Faktor Keluarga, Media, Dan Teman Dalam Pemilihan Makanan Pada Mahasiswa PPKU IPB The Influence of Family, Media, and Peer Factors on Food Choices among Students College. Jur. Ilm. Kel. & Kons, 11(1), 51–62. https://doi.org/10.24156/jikk.2018.11.1.51

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Utilitarian shopping value. Journal of Consumer Research, 20(4), 644–657.

Beardsworth, A., Bryman, A., Keil, T., Goode, J., Haslam, C., & Lancashire, E. (2002). Women, men and food: The significance of gender for nutritional attitudes and choices. British Food Journal, 104(7), 470–491. https://doi.org/10.1108/00070700210418767

Bellows, A. C., Alcaraz V., G., & Hallman, W. K. (2010). Gender and food, a study of attitudes in the USA towards organic, local, U.S. grown, and GM-free foods. Appetite, 55(3), 540–550. https://doi.org/10.1016/j.appet.2010.09.002

Bong, S. (2011). Pengaruh In-Store Stimuli Terhadap Impulse Buying Behavior Konsumen Hypermarket Di Jakarta. ULTIMA Management, 3(1), 31–52. https://doi.org/10.31937/manajemen.v3i1.175

Brunello, G., Fort, M., Schneeweis, N., & Winter-Ebmer, R. (2016). The Causal Effect of Education on Health: What is the Role of Health Behaviors? Health Economics (United Kingdom), 25(3), 314–336. https://doi.org/10.1002/hec.3141

Budiningsih, R. (2009). Faktor-faktor yang Berpengaruh terhadap Diversifikasi Konsumsi Pangan Non Beras di Kabupaten Magelang. 1–7.

Bus, A. E. M., & Worsley, A. (2003). Consumers’ health perceptions of three types of milk: A survey in Australia. Appetite, 40(2), 93–100. https://doi.org/10.1016/S0195-6663(03)00004-7

Cason-Wilkerson, R., Goldberg, S., Albright, K., Allison, M., & Haemer, M. (2015). Factors influencing healthy lifestyle changes: A qualitative look at low-income families engaged in treatment for overweight children. Childhood Obesity, 11(2), 170–176. https://doi.org/10.1089/chi.2014.0147

Catur, Rismiati.E. dan Ig. Bondan Suratno. 2001, Pemasaran Barang dan Jasa. Cetakan Pertama, Penerbit : Kanisius, Yogyakarta

Chung, L. M. Y., Chung, J. W. Y., & Chan, A. P. C. (2019). Building healthy eating knowledge and behavior: An evaluation of nutrition education in a skill training course for construction apprentices. International Journal of Environmental Research and Public Health, 16(23), 1–13. https://doi.org/10.3390/ijerph16234852

Cutler, D. M., & Glaeser, E. (2005). What explains differences in smoking, drinking, and other health-related behaviors? American Economic Review, 95(2), 238–242. https://doi.org/10.1257/000282805774670464

Dinas Kesehatan Provinsi Riau. (2016). Profil Kesehatan Provinsi Riau 2016. Dinas Kesehatan Provinsi Riau.

Diyah, I. A., & Tony, W. (2017). Determinant Factors of Purchase Intention on Green Product. Jurnal Aplikasi Manajemen, 15(1), 54–62. https://doi.org/10.18202/jam23026332.15.1.07

Engel, James F.,et al,. 2005. Perilaku Konsumen, Jakarta: PT Gramedia Pustaka Utama

Ergönül, B. (2013). Consumer awareness and perception to food safety: A consumer analysis. Food Control, 32(2), 461–471. https://doi.org/10.1016/j.foodcont.2013.01.018

Fagerli, R. A., & Wandel, M. (1999). Gender Differences in Opinions and Practices with Regard to a “ Healthy Diet .” 171–190.

Falk, R. F., & Miller, N. B. (1992). A Primer for Soft Modeling. University of Akron Press.

Fasya, D. A., dan Rahwana, K. A. 2020. Pengaruh Kemasan dan Cita Rasa Terhadap Keputusan Pembelian Konsumen Mie Instan Indomie (Studi pada Mahasiswa/i Universitas Perjuangan Tasikmalaya). Jurnal Ekonomi Perjuangan (JUMPER), 2(2), 167–176

Fazrina, R., Marsaulina, I., & Naria, E. (2013). Hubungan Karakteristik Dan Pengetahuan Tentang Lingkungan Sehat Dengan Keputusan Konsumen Dalam Membeli Sayuran Organik Di Carrefour Plaza Medan Fair Tahun 2013. Lingkungan Dan Kesehatan Kerja, 2(3)(13), 181–193.

Furst, T., Connors, M., Bisogni, C. A., Sobal, J., & Falk, L. W. (1996). Food choice: A conceptual model of the process. Appetite, 26(3), 247–266. https://doi.org/10.1006/appe.1996.0019

Gracia, A., & de Magistris, T. (2008). The demand for organic foods in the South of Italy: A discrete choice model. Food Policy, 33(5), 386–396. https://doi.org/10.1016/j.foodpol.2007.12.002

Grossiey, M. L., & Khan, S. N. (2001). Motives underlying food choice: Dentists, porters and dietary health promotion. British Dental Journal, 191(4), 198–202. https://doi.org/10.1038/sj.bdj.4801139a

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Rstedt, M. S. (2014). A Primer on Partial Least Squares Structural Equation Modeling. In Long Range Planning (Vol. 46, Issues 1–2). SAGE Publications. https://doi.org/10.1016/j.lrp.2013.01.002

Herlina, Sabrian Febriana, & Arneliwati. (2015). The Identification Of Clean And Healthy Behavior In Household Community In Rural And Urban Areas Of Pekanbaru.

Hwang, J. (2016). Organic food as self-presentation: The role of psychological motivation in older consumers’ purchase intention of organic food. Journal of Retailing and Consumer Services, 28, 281–287. https://doi.org/10.1016/j.jretconser.2015.01.007

Irana, D., Lubis, D., Hidayat, R., Tinggi, S., & Sukma, I. M. (2017). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan. In Jurnal Ilman (Vol. 5, Issue 1). http://jurnal.stimsukmamedan.ac.id/index.php/ilman

Kanserina, D. (2015). Pengaruh Literasi Ekonomi Dan Gaya Hidup Terhadap Perilaku Konsumtif Mahasiswa Jurusan Pendidikan Ekonomi Undiksha 2015 (Vol. 5). https://doi.org/https://doi.org/10.23887/jjpe.v5i1.5213

Kaya, I. H. (2016). Motivation Factors of Consumers’ Food Choice. Food and Nutrition Sciences, 07(03), 149–154. https://doi.org/10.4236/fns.2016.73016

Kim, M. J., Lee, C. K., Kim, W. G., & Kim, J. M. (2013). Relationships between lifestyle of health and sustainability and healthy food choices for seniors. International Journal of Contemporary Hospitality Management, 25(4), 558–576. https://doi.org/10.1108/09596111311322925

Kotler, P., & Keller, Kevin. L. (2016). Marketing Management (15th edition). Pearson Education.

Lee, H. J., & Yun, Z. S. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39(2015), 259–267. https://doi.org/10.1016/j.foodqual.2014.06.002

Li, J., & Powdthavee, N. (2015). Does more education lead to better health habits? Evidence from the school reforms in Australia. Social Science and Medicine, 127, 83–91. https://doi.org/10.1016/j.socscimed.2014.07.021

Magnusson, M. K., Arvola, A., Hursti, U. K. K., Åberg, L., & Sjödén, P. O. (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite, 40(2), 109–117. https://doi.org/10.1016/S0195-6663(03)00002-3

Mohd-Any, A. A., Mahdzan, N. S., & Cher, C. S. (2014). Food choice motives of different ethnics and the foodies segment in kuala lumpur. British Food Journal, 116(12), 1879–1896. https://doi.org/10.1108/BFJ-07-2013-0170

Muzayanah, F. N., Suroso, A. I., & Najib, M. (2015). Faktor-faktor yang Memengaruhi Resistensi Pembelian Pangan Organik dan Proses Pendidikan Konsumen. Jurnal Manajemen Dan Agribisnis, 12(3), 163–173. https://doi.org/10.17358/jma.12.3.163

Nagy-Pércsi, K., & Fogarassy, C. (2019). Important influencing and decision factors in organic food purchasing in Hungary. Sustainability (Switzerland), 11(21). https://doi.org/10.3390/su11216075

Onyango, B. M., Hallman, W. K., & Bellows, A. C. (2007). Purchasing organic food in US food systems: A study of attitudes and practice. British Food Journal, 109(5), 399–411. https://doi.org/10.1108/00070700710746803

Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606–625. https://doi.org/10.1108/00070700510611002

Park, C., & Kang, C. (2008). Does education induce healthy lifestyle ? 27, 1516–1531. https://doi.org/10.1016/j.jhealeco.2008.07.005

Pasaribu, J. F., Soebandhi, S., Suyono, J., & Elisabeth, D. R. (2019). The Impact Of Lifestyle, Brand Awareness, Product Quality, On Purchasing Decisions And Repurchase Intention. Journal of World Conference (JWC), 2(1), 137–145. https://doi.org/10.29138/prd.v2i1.127

Pramesty, D. W., & Simanjuntak, M. (2020). Intergerational Self Concept, Life Style, Marketing Strategy, and Impulsive Buying. Jurnal Ilmu Keluarga Dan Konsumen, 13(1), 87–98. https://doi.org/10.24156/jikk.2020.13.1.87

Prasastiningtyas, T. R., & djawoto. (2016). Pengaruh Citra Merek, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Kartu Seluler Djawoto Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya. Jurnal Ilmu Dan Riset Manajemen, volume 5, 1–15.

Rappoport, L., Peters, G. R., Downey, R., McCann, T., & Huff-Corzine, L. (1993). Age and Gender Differences in Food Cog 1993. In Appetite (Vol. 20, Issue 1, pp. 33–52). https://www.ncbi.nlm.nih.gov/pubmed/8452376

Rizkiansah, T., Kurniati, D., & Imelda. (2018). Analisis Faktor- Faktor Pribadi Dan Psikologi Pada Proses Keputusan Pembelian Sayuran Hidroponik Di Kota Pontianak (Studi Kasus Merek Sayok Kite). Jurnal Agribisnis, 7(2), 1–13.

Rizkitania, A., Auliyah, A., & Wani, Y. A. (2022). Faktor yang memengaruhi keputusan pembelian konsumen terhadap katering sehat. Media Gizi Indonesia (National Nutrition Journal), 17(2), 213–223.

Robinson, R., & Smith, C. (2003). Associations between self-reported health conscious consumerism, body-mass index, and attitudes about sustainably produced foods. Agriculture and Human Values, 20(2), 177–187. https://doi.org/10.1023/A:1024017610510

Roseman, M. G., Joung, H. W., Choi, E. K., & Kim, H. S. (2017). The effects of restaurant nutrition menu labelling on college students’ healthy eating behaviours. Public Health Nutrition, 20(5), 797–804. https://doi.org/10.1017/S1368980016002871

Saleh, S., Zulkarnain, & Arifin, K. (2020). Pengaruh Label Halal, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Kemasan Dan Dampaknya Pada Loyalitas Mahasiswa Fakultas Ekonomi Universitas Islam Riau. Jurnal Economica, 8(1), 139–157. https://doi.org/10.46750/economica.v8i1.34

Santoso, S. O., Janeta, A., & Kristanti, M. (2018). Faktor-Faktor yang Mempengaruhi Pemilihan Makanan pada Remaja di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 6(1), 19–32. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/6399/5818

Sediaoetama, A, D. (2000). Ilmu Gizi Mahasiswa dan Profesi (Jilid I). Penerbit Dian Rakyat.

ŞEMİN, İ., & TENGİZ, F. İ. (2016). Effect of Health Education on Healthy Lifestyle Behavior. Turkiye Klinikleri Journal of Health Sciences, 1(3), 194–200. https://doi.org/10.5336/healthsci.2016-51863

Setiadi, N. (2003). Perilaku Konsumen dan Implikasinya untuk Strategi dan Penelitian Pemasaran. Kencana Prenada Media Grup.

Shipman, zehra D. (2020). Factors Affecting Food Choices of Millennials: How they Decide What to Eat? Journal of Tourismology, 6(1), 49–62. https://doi.org/10.26650/jot.2020.6.1.0036

Simanjuntak, M., Sri Utami, F., & Rahmayani Johan, I. (2015). Kerentanan Konsumen Dan Perilaku Pembelian Produk Makanan Kemasan. In Jur. Ilm. Kel. & Kons (Vol. 8, Issue 3).

Skripnuk, D. F., Davydenko, V. A., Romashkina, G. F., & Khuziakhmetov, R. R. (2021). Consumer Trust in Quality and Safety of Food Products in Western Siberia. Agronomy, 11, 257. https://doi.org/https://doi.org/10.3390/agronomy11020257

Sobal, J., & Bisogni, C. A. (2009). Constructing food choice decisions. Annals of Behavioral Medicine, 38(SUPPL.). https://doi.org/10.1007/s12160-009-9124-5

Stanton, W. J. (1984). Fundamentals of Marketing (Seventh Ed). Penerbit Erlangga.

Vikaliana, R., Arifin, A. L., Mariam, S., Irwansyah, & Hidayat, Y. R. (2021). Faktor-Faktor Keputusan Pembelian Buah Lokal Pada Masa Pandemi Covid-19. Jurnal Ekonomi : Journal of Economic, 12(2021), 164–174.

Volta, D. (2020). The Effect of Liquidity, Leverage and Profitability on Financial Distress. Indonesian Journal of Economics, Social, and Humanities, 2(2), 127-133. https://doi.org/10.31258/ijesh.2.2.127-133

Widyastuti, P. (2018). Kualitas dan Harga sebagai Variabel Terpenting pada Keputusan Pembelian Sayuran Organik. Ekspektra : Jurnal Bisnis Dan Manajemen, 2, 17–28. https://doi.org/10.25139/ekt.v2i1.675

Wijaya, T. (2014). Nilai Dan Pengetahuan Sebagai Prediktor Intensi Beli Makanan Organik. Jurnal Manajemen Dan Kewirausahaan, 16(1), 69–81. https://doi.org/10.9744/jmk.16.1.69-82

Wills, W., Danesi, G., Kapetanaki, A. B., & Hamilton, L. (2019). Socio-economic factors, the food environment and lunchtime food purchasing by young people at secondary school. International Journal of Environmental Research and Public Health, 16(9). https://doi.org/10.3390/ijerph16091605

Published
2024-05-30
How to Cite
Fitri, M. (2024). The THE LIFESTYLE EFFECT ON THE PURCHASE DECISION OF SALAD IN PEKANBARU CITY. Indonesian Journal of Economics, Social, and Humanities, 6(2), 162-176. https://doi.org/10.31258/ijesh.6.2.162-176
Section
Articles