BERITA PALSU DAN NIAT PEMBELIAN PRODUK PERAWATAN PRIBADI ALAMI
(1) Sekolah Tinggi Ilmu Ekonomi Mahardhika
(2) Sekolah Tinggi Ilmu Ekonomi Mahardhika
(3) Sekolah Tinggi Ilmu Ekonomi Mahardhika
(*) Corresponding Author
Abstract
Tujuan penelitian untuk mengeksplorasi bagaimana niat beli konsumen produk perawatan pribadi alami dengan kecenderungan bertindak dipengaruhi oleh berita palsu. Konsumen yang membeli produk perawatan pribadi alami terkait beredarnya berita palsu, juga bergantung pada keterbukaan untuk berubah atas sesuatu yang baru seperti produk perawatan pribadi alami. Dengan mempertimbangkan ada tidaknya manfaat resiko yang diterima menjadi antiseden penting dalam melakukan pembelian produk perawatan pribadi alami. Sampel penelitian ini sebanyak 190 yang sudah tervalidasi diuji dengan covariance base (CB-SEM). Hasil penelitian menunjukkan bahwa (1) berita palsu berpengaruh signifikan terhadap keterbukaan berubah dan niat beli konsumen. (2) Keterbukaan berubah juga berpengaruh signifikan terhadap persepsi manfaat dan persepsi resiko (3) Persepsi manfaat berpengaruh siginikan terhadap niat beli dan terakhir persepsi resiko berpengaruh tidak signifikan terhadap niat beli. Temuan ini juga mengungkapkan bahwa niat beli konsumen yang dipengaruhi oleh persepsi manfaat dan risiko menunjukkan kepada produsen bahwa konsumen akan kurang memaafkan setiap penyimpangan dalam kealamiahan bahan baku sintetis produk perawatan pribadi alami atau gangguan pasokan secara reguler sehingga menyebabkan beralihnya ke merek lain.
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DOI: http://dx.doi.org/10.30998/jabe.v10i1.20628
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