Efek Media Sosial dalam Memengaruhi Niat Pembelian Makanan Sehat Melalui Media Instagram
DOI:
https://doi.org/10.71456/sur.v5i1.2374Keywords:
Health Information Seeking, Healthy Food Purchase Intention, Health Risk Perception, Instagram, Openness to ExperienceAbstract
Meningkatnya prevalensi obesitas di Indonesia mendorong pentingnya penelitian mengenai faktor yang memengaruhi niat membeli makanan sehat melalui media sosial. Penelitian ini bertujuan menganalisis pengaruh pencarian informasi kesehatan terhadap niat pembelian produk makanan sehat melalui Instagram, serta menguji pengaruh persepsi risiko kesehatan, motivasi untuk makan sehat, dan peran moderasi keterbukaan diri. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal dan survei cross-sectional. Populasi penelitian adalah masyarakat obesitas di Solo Raya yang mengikuti akun Instagram Behealthy Catering Solo, dengan sampel sebanyak 250 responden yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan Structural Equation Modeling (SEM) berbantuan AMOS, Confirmatory Factor Analysis (CFA), serta Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa pencarian informasi kesehatan berpengaruh positif terhadap niat pembelian makanan sehat, sedangkan persepsi risiko kesehatan dan motivasi makan sehat meningkatkan perilaku pencarian informasi kesehatan. Keterbukaan diri juga terbukti memperkuat kedua hubungan tersebut sebagai variabel moderasi. Penelitian ini menyimpulkan bahwa Instagram berperan sebagai media edukasi kesehatan yang efektif dalam meningkatkan pencarian informasi kesehatan dan mendorong niat pembelian makanan sehat pada individu obesitas.
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