Dampak Informasi Positif terhadap Minat Beli Minyak Goreng Sawit dengan Penerapan Aplikasi Metode Difference in Differences (Studi Empiris: Mahasiswa Agribisnis Fakultas Pertanian Universitas Sumatera Utara)

Abstract

On June 29, 2023, the European Parliament enacted Regulation 2023/115 regarding the EUDR. Due to negative campaigns about palm oil related to social and environmental issues, negative perceptions have formed, affecting the buying interest of European and American consumers and causing them to reject Indonesian palm oil. This can also affect Indonesian consumers, especially those concerned about the environment. This study aims to analyze the difference in palm cooking oil purchase intention between the treatment group, which received positive information, and the control group, which did not, before and after the treatment. The research respondents were purposely selected because the study was a quasi-experiment, and Agribusiness students were considered more relevant due to their basic knowledge of palm oil and environmental issues, enabling them to better understand the positive information provided in the experiment. This study had 90 participants, divided into two treatment groups. The study employed the difference-in-differences method with the assistance of Stata software. The results showed an ATET coefficient value of 11.86, indicating that the average increase in buying interest in the treatment group was 11.86 points higher than in the control group, which did not receive treatment.