Pengaruh Persepsi Harga, Pendapatan, Fasilitas, Kualitas Produk dan Green Purchase Intention terhadap Minat Beli Produk Pangan oleh Masyarakat Kota Medan (Studi Kasus pada Konsumen Supermarket Brastagi Tiara Kota Medan, Sumatera Utara)

Abstract

This study aims to determine how the influence of Price, Income, Facilities, Product Quality and Green Purchase Intention on Interest in Buying Food Products in the Medan City Community. With a case study of consumers of Brastagi Tiara Supermarket in Medan City, North Sumatra. The method used in this research is to use quantitative methods with an associative approach. The population in this study were all consumers who had shopped at Brastagi Supermarket Medan, had awareness of the concept of environmentally friendly and had an interest in buying environmentally friendly products at Brastagi Supermarket Medan with a sample of 120 people. The data collection tools used are questionnaires and literature studies. In this study, the data analysis technique used is quantitative data analysis and uses the Statistical Path Analysis Method model, namely Partial Least Square (PLS) formative type with the SmartPLS application. The variables in this study were measured using existing indicators. The test in this study consists of outer model analysis and inner model analysis. The results of this study indicate that price has a negative effect on buying interest in organic food products by consumers. Meanwhile, other variables, namely Income, Facilities, Product Quality and Green Purchase Intention have a positive effect on Interest in Buying Organic Food Products by Consumers and simultaneously Price, Income, Facilities, Product Quality and Green Purchase Intention have an influence on Interest in Buying Organic Food Products by Consumers.