TREN KONSUMSI MAKANAN SEHAT (CLEAN FOOD) : ANALISIS PEMBELIAN PADA MEMBER XGYM, AN APPLICATION OF THE MODEL OF GOAL-DIRECTED BEHAVIOR

NURDA LISMAWATI, LISMAWATI (2025) TREN KONSUMSI MAKANAN SEHAT (CLEAN FOOD) : ANALISIS PEMBELIAN PADA MEMBER XGYM, AN APPLICATION OF THE MODEL OF GOAL-DIRECTED BEHAVIOR. S2 thesis, Universitas Andalas.

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Abstract

TREN KONSUMSI MAKANAN SEHAT (CLEAN FOOD) : ANALISIS PEMBELIAN PADAMEMBERXGYM,ANAPPLICATIONOFTHEMODELOFGOAL-DIRECTED BEHAVIOR Tesis oleh: Nurda Lismawati Pembimbing I: Dr. Maruf, SE, M.Bus PembimbingII:Suziana,SE,M.M,Ph.D ABSTRAK Penelitian ini bertujuan untuk menganalisis perilaku pembelian makanan sehat (clean food) pada member XGym dengan menggunakan pendekatan Model of Goal-Directed Behavior (MGB).Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori untuk menguji hubungan kausal antar variabel psikologis dalam Model of Goal- Directed Behavior (MGB) terkait niat pembelian makanan sehat (clean food). Data primer dikumpulkan melalui survei menggunakan kuesioner tertutup yang disebarkan secara daring kepada 120 member aktif Xgym di Kota Padang, yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbantuan software SmartPLS.Hasil penelitian menunjukkan bahwa tidak semua variabel dalam Model of Goal-Directed Behavior (MGB) berpengaruh signifikan terhadap perilaku pembelian makanan sehat. Sikap dan norma subjektif tidak berpengaruh signifikan terhadap keinginan, sementara perceived behavioral control berpengaruh positif signifikan terhadap keinginan. Selanjutnya, keinginan berpengaruh signifikan terhadap niat, dan niat berpengaruh signifikan terhadap tindakan nyata pembelian cleanfood. Temuan ini menekankan pentingnya kemudahan akses dan keyakinan diri dalam mendorong konsumsi makanan sehat. Kata Kunci: Clean Food, Konsumsi Makanan Sehat, Perilaku Pembelian, ModelofGoal- Directed Behavior (MGB), Niat Konsumen, Perceived Behavioral Control i TRENDSINHEALTHYFOODCONSUMPTION(CLEANFOOD):APURCHASE BEHAVIOR ANALYSIS AMONG XGYM MEMBERS USING THE MODEL OF GOAL-DIRECTED BEHAVIOR Thesis By: Nurda Lismawati Supervisor I: Dr. Maruf, SE, M.Bus SupervisorII:Suziana,SE,M.M,Ph.D ABSTRACT This study aimsto analyz ethepurchasing behavior of healthy food (cleanfood) among XGym members using the Model of Goal-Directed Behavior (MGB) approach. A quantitative approach with an explanatory research design was employed to examine the causal relationships between psychology cal variables in the Model of Goal-Directed Behavior (MGB) related to thein tention to purchase clean food. Primary data werecoll ectedt hroug ha closed- endedonlinequestionnairedistributedto120 active XGym membersin Padang City, selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM)with theassistanceof SmartPLS software.Theresults indicatethatnot all variablesin the Model of Goal-Directed Behavior (MGB) significantly affect clean food purchasing behavior. Attitude and subject tivenormdonot significantly influencedesire,where asperceived behavior al control hasa significant positive effect to ndesire. Furthermore, desire significantly affects intention, and intention significantly affects actual clean food purchasing behavior. These findings highlight the importance of accessibility and self-confidence in encouraging healthy food consumption. Keywords: Clean Food, Healthy Food Consumption, Purchasing Behavior, Modelof Goal- Directed Behavior (MGB), Consumer Intention, Perceived Behavioral Control

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