NIAT BELI PRODUK PANGAN SEHAT
Keywords:
Produk; Pangan, Sehat; Generasi dotcomAbstract
Riset produk pangan sehat menarik diteliti karena sejumlah riset
menunjukan hasil yang beragam. Selain itu, pertimbangan aspek
kesehatan dan kesadaran kolektif terhadap gaya hidup juga tidak
bisa terlepas dari pertimbangan urgensi riset produk pangan sehat.
Tujuan riset ini adalah untuk mengetahui daya tarik faktor niat beli
produk pangan sehat di kalangan generasi milenial atau generasi
dotcom dengan menggunakan analisis regresi melibatkan responden
mahasiswa PTS X berjumlah 100 orang melalui teknik random
sampling. Hasil riset menunjukan ada sejumlah faktor yang menjadi
pertimbangan niat beli produk pangan sehat sehingga temuan ini
bisa menjadi acuan untuk strategi pemasaran. Keterbatasan dan juga
saran riset lanjutan disampaikan sebagai upaya untuk membangun
model riset niat beli produk pangan sehat
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