Faktor-Faktor yang Mempengaruhi Sikap Konsumen terhadap Front of Pack Label Nutri- Score pada Kopi Bubuk Kemasan

Abstract

Consumer behavior regarding individuals and groups in choosing the food and drinks they consume is of course a primary concern. Apart from paying attention to cultural, social and personal factors, we must also consider the importance of nutrition in the products being marketed. The research method used in this study is a descriptive quantitative method. The sample in this study was 30 respondents who were consumers of packaged coffee in Medan City. The data collection method used a questionnaire with a Likert scale. Data analysis in this study used multiple linear regression analysis using the SPSS version 25 program. Hypothesis testing in this study used a partial t test, simultaneous f test and determination coefficient test. The results showed that the partial T test showed that the t count value was t-value 6,1<t table 1.6and had a significance value of 0.000< 0.05, so that partially internal factors had a significant positive effect on the Front Of Pack Nutri-Score Perception of consumers of packaged ground coffee in Medan City. The results of the partial T test show that the t-value is 6.4< t-table 1.6 and the significance value is 0.000< 0.05, so that partially external faktors have a significant positive effect on the Front Of Pack Nutri-Score Perception of packaged ground coffee consumers in Medan City. Simultaneously, it produces a significance value of 0.000 < 0.05. So, simultaneously the independent variables have a significant positive effect on the Front Of Pack Nutri-Score Perception of packaged ground coffee consumers in Medan City. The results of the determination coefficient test show a value of 0.613. So it can be concluded that internal faktors (X1) and external faktors (X2) have an effect on the Front Of Pack Nutri-Score Perception of the community in Medan City by 61.3%. While the remaining 38.7% is influenced by variables outside the predicative of this study.