PENGARUH TREN MAKANAN SEHAT TERHADAP PREFERENSI KONSUMEN DI KOTA BATAM
Keywords
Tren Makanan Sehat, Preferensi Konsumen, Metode Kuantitatif, Simple Random Sampling, Regresi Linier SederhanaAbstract
Penelitian ini dilatarbelakangi oleh adanya fenomena perihal meningkatnya kesadaran masyarakat terhadap pola hidup sehat, namun belum seluruhnya diikuti dengan perilaku konsumsi makanan bergizi seimbang. Kondisi ini menimbulkan kesenjangan antara pengetahuan dan praktik konsumsi masyarakat. Tujuan penelitian ini untuk mengkaji pengaruh tren makanan sehat terhadap preferensi konsumen, dengan fokus pada bagaimana tren tersebut membentuk perilaku, persepsi, dan keputusan pembelian produk pangan sehat. Dalam penelitian ini, metode kuantitatif digunakan. Populasi yang disurvei terdiri dari orang-orang di Kota Batam yang pernah mengonsumsi makanan sehat atau memiliki minat terhadap makanan sehat. Digunakan seratus responden sebagai sampel, yang dipilih sesuai dengan kriteria penelitian. Dalam penelitian ini, penentuan sampel dilakukan melalui teknik simple random sampling, yang memungkinkan setiap anggota populasi memperoleh peluang yang setara untuk dipilih sebagai responden. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online yang menggunakan skala Likert lima poin. Sebelum digunakan dalam proses analisis, alat tersebut diuji validitasnya dengan menggunakan korelasi Pearson Product Moment. Hasil pengujian menunjukkan bahwa seluruh butir pernyataan memenuhi kriteria validitas karena memiliki nilai r hitung yang lebih besar daripada r tabel. Oleh karena itu, alat tersebut layak digunakan untuk pengumpulan data.
(0,195) serta Sig. < 0,05. Uji reliabilitas menggunakan Cronbach’s Alpha menunjukkan hasil 0,707 untuk variabel tren makanan sehat dan 0,819 untuk preferensi konsumen, keduanya melebihi batas 0,6, sehingga instrumen dinyatakan reliabel. Analisis data dilakukan dengan uji asumsi klasik (normalitas dan heteroskedastisitas) dan uji regresi linier sederhana untuk mengetahui pengaruh tren makanan sehat terhadap preferensi konsumen. Hasil analisis menunjukkan bahwa tren makanan sehat berpengaruh positif dan signifikan terhadap preferensi konsumen, dengan nilai signifikansi 0,000 (<0,05) dan koefisien regresi sebesar 0,779. Artinya, semakin kuat tren makanan sehat yang berkembang di masyarakat, semakin tinggi pula preferensi konsumen terhadap produk pangan sehat.
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