CONSUMPTION PATTERNS AND THE INFLUENCE OF PERSONALITY AND SELF-CONCEPT ON DECISIONS TO PURCHASE ORGANIC RICE WITH THE COVID-19 PANDEMIC AS MODERATING VARIABLES

eska stefani; Artita Devi  Maharani

doi:10.36423/hexagro.v7i2.583

Penulis

eska stefani Universitas Sarjanawiyata Tamansiswa
Artita Devi Maharani 1Agribusiness Study Program, Agricultural Faculty. Universitas Sarjana Wiyata Tamansiswa Yogyakarta

DOI:

https://doi.org/10.36423/hexagro.v7i2.583

Abstrak

A healthy lifestyle is becoming a trend amid the Covid-19 pandemic. Organic food has been proven to have various ingredients that are good for health. This study wanted to determine the consumption pattern of organic rice at the consumer level before and during the Covid-19 pandemic. And want to know the effect of personality and self-concept on purchasing decisions for organic rice with the Covid-19 pandemic as a moderating variable. The method used in this research is descriptive analysis through analysis of tables and qualitative data as well as Structural Equation Modeling (SEM). The pattern of organic rice consumption in this study shows the greatest results on occasional consumption patterns, then routine consumption patterns and finally mixed consumption patterns, both before and after the Covid-19 Pandemic. Personality variables and self-concept significantly influence purchasing decisions for organic rice. The Covid-19 pandemic variable has no direct effect on organic rice purchasing decisions and is unable to strengthen or weaken the influence of personality and self-concept on organic rice purchasing decisions. Further research is needed to provide a more complex picture regarding organic rice purchasing decisions during the Covid-19 pandemic. Keywords: consumption pattern, purchasing decisions, organic rice, covid-19 pandemic

Biografi Penulis

eska stefani, Universitas Sarjanawiyata Tamansiswa

Prodi Agribisnis

Referensi

Agustiani, H. (2006). Psikologi Perkembangan : Pendekatan Ekologi Kaitannya dengan Konsep Diri dan Penyesuaian Diri pada Remaja. Bandung : Refika Aditama

Engle. JF, Roger, DB, dan Paul WM. (2002). Perilaku Konsumen. Edisi keenam. Jilid I. Jakarta : Binarupa Aksara

Gugus Tugas Percepatan Penanganan Covid-19. (2020). Data Sebaran Covid-19 di Indonesia. https://covid19.go.id. Diakses pada 2 Juni 2020.

Kompas. (2020). Menilik Konsumsi Beras Organik dalam Masa Pandemik Covid-19. https://kompas.com. Diakses pada 2 Juni 2020.

Kotler, P dan Kevin L. (2001). Manajemen Pemasaran. Edisi ketiga belas. Jakarta : Erlangga

Kriwy, P dan Mecking, RA. (2012). Health and Environmental Consciousness, Costs, of Behaviour and the Purchase of Organic Food. International Journal of Consumer Studies, 36, 30-37

Lairon, D. (2010). Nutritional Quality and Safety of Organik Food. A Riview. Agronomy for Sustainable Develompment. 30. 33-41

Schiffman dan Kanuk. (2008). Perilaku Konsumen. Edisi 7. Jakarta : PT. Indek

Setiawan, AR. (2020). Scientific Literacy Worksheets for Distance Learning in The Topic of Coronavirus 2019 (Covid-19). Reading Academic Articles

Soemarno. (2011). MK. Metode Penelitian : Structure Equation Modelling (SEM). Malang : PPSUB

Sohrabi C, Alsafi Z, Oâ€™Neill N, Khan M, Kerwan A, Al-Jabir A, Iosifidis C, Agha R. (2020). World Health Organization Declares Global Rmergency : A Review of the 2019 Novel Coronavirus (COVID-19). International Journal of Surgery

Rana, J dan Justin P. (2019). Health Motive and the Purchase of Organic Food : A Meta-Analytic Review. International Journal of Consumer Studies, 44, 162-171

Tirto. (2020). Survei Kebiasaan Makan Orang Berubah Akibat Pandemi Covid-19. https://trito.id. Diakses pada 2 Juni 2020.

Xie, Xiaoru, Liman Huang, Jun Li, dan Hong Zhu. (2020). Generational Differences in Perseption Food Health/Risk and Attitudes toward Organic Food and Game Meat: The Case of the COVID-19 Crisis in China. International Journal of Environmental Research and Public Health, 17, 1- 17