Pengaruh Kesadaran Kesehatan, Pengetahuan Produk, dan Kepercayaan terhadap Keputusan Pembelian Telur Omega-3 di Kota Bogor
Abstract
Pasar telur memiliki peran penting dalam industri pangan, terutama dengan meningkatnya pengetahuan dan akses informasi konsumen yang mendorong pengembangan produk inovatif berorientasi kesehatan. Salah satu inovasinya ialah telur omega-3, termasuk kategori telur fungsional karena kandungan gizinya memberikan manfaat tambahan bagi kesehatan. Penelitian ini bertujuan menganalisis proses keputusan pembelian serta pengaruh kesadaran kesehatan, pengetahuan produk, dan kepercayaan terhadap keputusan pembelian telur omega-3 di Kota Bogor. Data primer diperoleh melalui survei kuesioner secara hybrid pada 200 responden yang dipilih secara purposive, dengan kriteria pernah membeli dan mengonsumsi telur omega-3, berdomisili di Kota Bogor, berusia di atas 18 tahun, serta terlibat dalam keputusan pembelian bahan makanan rumah tangga. Analisis dilakukan menggunakan metode deskriptif dan PLS-SEM. Hasil penelitian menunjukkan bahwa pembelian telur omega-3 didorong oleh pola konsumsi dan gaya hidup sehat, dengan motivasi utama memenuhi kebutuhan gizi omega-3. Konsumen memperoleh informasi produk terutama melalui iklan dan media sosial, serta menilai kualitas dan kandungan nutrisi sebelum membeli. Klaim nutrisi menjadi atribut penting dalam keputusan pembelian. Pembelian dilakukan secara terencana dalam jumlah yang mencukupi untuk jangka pendek, umumnya di supermarket dengan metode pembayaran transfer bank. Konsumen merasa puas, bersedia membeli ulang, dan merekomendasikannya kepada orang lain. Temuan lainnya menunjukkan bahwa pengetahuan produk dan kepercayaan berpengaruh signifikan terhadap keputusan pembelian, sedangkan kesadaran kesehatan tidak berpengaruh. Oleh karena itu, produsen disarankan untuk memperkuat kampanye edukasi yang menekankan manfaat nyata telur omega-3 serta menyediakan informasi produk yang transparan guna meningkatkan pengetahuan dan kepercayaan konsumen.
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