Pengaruh Pengetahuan Mahasiswa Terhadap Niat Pembelian Produk Pangan Fungsional Dalam Kemasan
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Abstract
Packaged functional food products are part of the agrifood modernization that is growing rapidly along with changes in people's consumption patterns. The transformation of agrifood makes these products a practical and nutritious choice for consumers. University students as young consumers have good knowledge about health and nutrition, but are suspected of not having the awareness to consume healthy food, so it is important to understand their purchase intention towards packaged functional food products. This research aims to analyze the direct and indirect effects of college students' knowledge on their purchase intention of packaged functional food products using the theory of planned behavior approach. Data were collected through a survey with clustered random sampling on 170 IPB students and analyzed using PLS-SEM. The results showed that subjective and objective knowledge had no direct effect on purchase intention. However, subjective knowledge has an indirect effect on purchase intention through attitudes, subjective norms, and perceived behavioral control. This research provides an overview for packaged functional food producers in making university students as their potential market.
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Packaged functional food products are part of the agrifood modernization that is growing rapidly along with changes in people's consumption patterns. The transformation of agrifood makes these products a practical and nutritious choice for consumers. University students as young consumers have good knowledge about health and nutrition, but are suspected of not having the awareness to consume healthy food, so it is important to understand their purchase intention towards packaged functional food products. This research aims to analyze the direct and indirect effects of college students' knowledge on their purchase intention of packaged functional food products using the theory of planned behavior approach. Data were collected through a survey with clustered random sampling on 170 IPB students and analyzed using PLS-SEM. The results showed that subjective and objective knowledge had no direct effect on purchase intention. However, subjective knowledge has an indirect effect on purchase intention through attitudes, subjective norms, and perceived behavioral control. This research provides an overview for packaged functional food producers in making university students as their potential market.