Pengaruh Strategi Daring dan Kualitas Online terhadap Niat Membeli AMDK di Kota Bandung: Peran Mediasi Persepsi Risiko dalam Kerangka Teori Perilaku Terencana
Main Article Content
Transformasi digital di Indonesia telah mengubah pola konsumsi, termasuk pembelian air minum dalam kemasan (AMDK) melalui platform daring. Pertumbuhan e-commerce dan perubahan perilaku pasca-pandemi membuka peluang pemasaran baru, namun juga meningkatkan persepsi risiko lingkungan. Oleh karena itu, pemahaman terhadap risiko lingkungan menjadi penting untuk membangun kepercayaan dan mendorong keputusan pembelian yang berkelanjutan. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat pembelian AMDK secara daring dengan mengintegrasikan Theory of Planned Behavior (TPB) dan persepsi risiko lingkungan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dan eksplanatori dengan pengumpulan data melalui survei kuesioner tertutup terhadap 385 responden di Kota Bandung menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbantuan SEM-PLS. Hasil penelitian menunjukkan bahwa persepsi risiko pencemaran air (WPRP) dan risiko informasi palsu (FIRP) tidak berpengaruh signifikan terhadap persepsi risiko, sikap, norma subjektif, maupun perceived behavioral control (PBC). Sebaliknya, persepsi risiko pencemaran kemasan tak terurai (NPPRP) berpengaruh signifikan terhadap sikap, norma subjektif, dan PBC, sehingga menjadi faktor yang lebih dominan dalam membentuk evaluasi dan tekanan sosial konsumen. Kualitas online hanya memengaruhi persepsi risiko. Sikap, norma subjektif, dan PBC terbukti sebagai prediktor utama niat membeli, sementara NPPRP memengaruhi niat melalui sikap dan norma subjektif.
Keywords:
AMDK, TPB, Persepsi Risiko, Kualitas Online
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Chatzisarantis, N. L. D., Hagger, M. S., Biddle, S. J. H., & Smith, B. (2005). The stability of attitude–intention relationships in the context of physical activity. Journal of Sports Sciences, 23(1), 49–61. https://doi.org/10.1080/02640410410001730070
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Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119–134. https://doi.org/10.1086/209386
Filieri, R., Alguezaui, S. & McLeay, F. 2015. "Why do travelers trust Tripadvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth," Tourism Management, pp. 51, 174-185
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Gao, L., Waechter, K. A. & Bai, X. 2015. "Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study – A case of China," Computers In Human Behavior, pp. Vol. 53, 249-262
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Girsang, M. J. (2020). Can information security, privacy, and satisfaction influence e-commerce consumer trust? In Proceedings of the International Conference on Information and Communication Technology (ICoICT 2020) (pp. 1–6). IEEE. https://doi.org/10.1109/ICoICT49345.2020.9166247
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Karnadjaja, C. C., Tulipa, D., & Lukito, R. S. H. (2018). Pengaruh persepsi risiko, manfaat, dan kemudahan penggunaan terhadap minat belanja online melalui kepercayaan dan sikap. Kajian Ilmiah Mahasiswa Manajemen, 6(2), 116–130.
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Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics – Part A: Systems and Humans, 30(4), 421–432. https://doi.org/10.1109/3468.852436
Mohamadnejad, M. (2010). Histopathological study of chronic hepatitis B: A comparative study of Ishak and METAVIR scoring systems. Hepatitis Monthly, 10(3), 171–176.
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Nopiah, R., Ekaputri, R. A., Barika, B., & Febriani, R. E. (2024). Impact of e-commerce on Indonesia economic growth: Intermediation models with financial technology constraint. Jurnal REP (Riset Ekonomi Pembangunan), 9(1), 1–23. https://doi.org/10.31002/rep.v9i1.1216
Picaully, M. R. (2018). Pengaruh kepercayaan pelanggan terhadap niat pembelian gadget di Shopee Indonesia. Jurnal Manajemen Maranatha, 18(1), 1–78.
Rong, Z., Wang, Q., & Wu, J. (2021). Online channel expansion strategy: An empirical investigation. Information & Management, 58(7), 103523. https://doi.org/10.1016/j.im.2021.103523
Subagyo, & Badar, N. A. (2023, November 30). Asparminas: Besar potensi pertumbuhan industri air minum kemasan. Antara News. https://www.antaranews.com
Sumarwan, U. (2003). Perilaku konsumen: Teori dan penerapannya dalam pemasaran. Ghalia Indonesia.
Suprapti, N. W. S. (2010). Perilaku konsumen: Pemahaman dasar dan aplikasinya dalam strategi pemasaran. Udayana University Press.
Trumbo, C. W., & O’Keefe, G. J. (2001). Intention to conserve water: Environmental values, planned behavior, and information effects. Society & Natural Resources, 14(10), 889–899. https://doi.org/10.1080/089419201753242797
Wang, E. S. T. & Lin, R. L. 2016. "Perceived quality factors of location-based apps on trust, perceived privacy risk, and continuous usage intention," Behaviour & Information Technology
Watson, A. (2023). Liver fibrosis phenotyping and severity scoring by quantitative image analysis of biopsy slides. Hepatology Communications, 7(3), e00345.
Yuliawan, E. (2018). Analisis pengaruh faktor kepercayaan, kemudahan, dan kualitas layanan terhadap keputusan pembelian pada online shop Zalora Indonesia. Optimal: Jurnal Ekonomi dan Kewirausahaan, 12(1), 34–49. https://doi.org/10.33558/optimal.v12i1.1016
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2005). Services marketing: Integrating customer focus across the firm. McGraw-Hill
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracín, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes (pp. 173–221). Lawrence Erlbaum Associates.
Arjmand, A. (2019). Quantification of liver fibrosis—A comparative study. Journal of Clinical and Translational Hepatology, 7(4), 1–10.
Chatzisarantis, N. L. D., Hagger, M. S., Biddle, S. J. H., & Smith, B. (2005). The stability of attitude–intention relationships in the context of physical activity. Journal of Sports Sciences, 23(1), 49–61. https://doi.org/10.1080/02640410410001730070
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Delpla, I., Legay, C., Proulx, F., & Rodriguez, M. J. (2020). Perception of tap water quality: Assessment of the factors modifying the links between satisfaction and water consumption behavior. Science of the Total Environment, 722, 137786. https://doi.org/10.1016/j.scitotenv.2020.137786
Dharmmesta, B. S. (1998). Theory of planned behavior dalam penelitian sikap, niat, dan perilaku konsumen. Kelola, 8(7), 85–103.
Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119–134. https://doi.org/10.1086/209386
Filieri, R., Alguezaui, S. & McLeay, F. 2015. "Why do travelers trust Tripadvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth," Tourism Management, pp. 51, 174-185
Firdaus, F. (2022). Pengaruh paparan media dan norma subjektif terhadap niat pembelian produk ramah lingkungan. Syntax Literate: Jurnal Ilmiah Indonesia, 7(5), 1–12.
Gao, L., Waechter, K. A. & Bai, X. 2015. "Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study – A case of China," Computers In Human Behavior, pp. Vol. 53, 249-262
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Girsang, M. J. (2020). Can information security, privacy, and satisfaction influence e-commerce consumer trust? In Proceedings of the International Conference on Information and Communication Technology (ICoICT 2020) (pp. 1–6). IEEE. https://doi.org/10.1109/ICoICT49345.2020.9166247
Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109–120. https://doi.org/10.1016/j.jenvp.2013.02.003
Guo, M. (2021). Determinants of intention to purchase bottled water based on business online strategy in China: The role of perceived risk in the theory of planned behavior. International Journal of Environmental Research and Public Health, 18(20), 10729. https://doi.org/10.3390/ijerph182010729
Hootsuite, & We Are Social. (2025). Digital 2025: Indonesia. https://hootsuite-we-are-social-data-digital-indonesia-2025/
Indrawati. (2021). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing – ESIC, 26(2), 231–246. https://doi.org/10.1108/SJME-03-2021-0053
Karnadjaja, C. C., Tulipa, D., & Lukito, R. S. H. (2018). Pengaruh persepsi risiko, manfaat, dan kemudahan penggunaan terhadap minat belanja online melalui kepercayaan dan sikap. Kajian Ilmiah Mahasiswa Manajemen, 6(2), 116–130.
Koehler, J., Rayner, S., Katuva, J., Thomson, P., & Hope, R. (2018). A cultural theory of drinking water risks, values and institutional change. Global Environmental Change, 50, 268–277. https://doi.org/10.1016/j.gloenvcha.2018.03.006
Kontan. (2023). Kinerja industri AMDK berpeluang tumbuh lebih dari 5% pada akhir 2023. KONTAN. https://industri.kontan.co.id/news/kinerja-industri-amdk-berpeluang-tumbuh-lebih-dari-5-pada-akhir-2023
Lam, S. P. (2006). Predicting intention to save water: Theory of planned behavior, response efficacy, vulnerability, and perceived efficiency of alternative solutions. Journal of Applied Social Psychology, 36(11), 2803–2824. https://doi.org/10.1111/j.0021-9029.2006.00129.x
Liang, T. P., & Huang, J. S. (1998). An empirical study on consumer acceptance of products in electronic markets: A transaction cost model. Decision Support Systems, 24(1), 29–43. https://doi.org/10.1016/S0167-9236(98)00061-X
Liebermann, Y., & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e-commerce usage. Qualitative Market Research: An International Journal, 5(4), 291–300. https://doi.org/10.1108/13522750210443245
Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics – Part A: Systems and Humans, 30(4), 421–432. https://doi.org/10.1109/3468.852436
Mohamadnejad, M. (2010). Histopathological study of chronic hepatitis B: A comparative study of Ishak and METAVIR scoring systems. Hepatitis Monthly, 10(3), 171–176.
Muhammad, N. (2023). Mayoritas rumah tangga Indonesia konsumsi air minum kemasan. Databoks. https://databoks.katadata.co.id
Mustajab, R. (2022, December 29). Mayoritas rumah tangga Indonesia minum air isi ulang pada 2022. DataIndonesia.id. https://dataindonesia.id
Nopiah, R., Ekaputri, R. A., Barika, B., & Febriani, R. E. (2024). Impact of e-commerce on Indonesia economic growth: Intermediation models with financial technology constraint. Jurnal REP (Riset Ekonomi Pembangunan), 9(1), 1–23. https://doi.org/10.31002/rep.v9i1.1216
Picaully, M. R. (2018). Pengaruh kepercayaan pelanggan terhadap niat pembelian gadget di Shopee Indonesia. Jurnal Manajemen Maranatha, 18(1), 1–78.
Rong, Z., Wang, Q., & Wu, J. (2021). Online channel expansion strategy: An empirical investigation. Information & Management, 58(7), 103523. https://doi.org/10.1016/j.im.2021.103523
Subagyo, & Badar, N. A. (2023, November 30). Asparminas: Besar potensi pertumbuhan industri air minum kemasan. Antara News. https://www.antaranews.com
Sumarwan, U. (2003). Perilaku konsumen: Teori dan penerapannya dalam pemasaran. Ghalia Indonesia.
Suprapti, N. W. S. (2010). Perilaku konsumen: Pemahaman dasar dan aplikasinya dalam strategi pemasaran. Udayana University Press.
Trumbo, C. W., & O’Keefe, G. J. (2001). Intention to conserve water: Environmental values, planned behavior, and information effects. Society & Natural Resources, 14(10), 889–899. https://doi.org/10.1080/089419201753242797
Wang, E. S. T. & Lin, R. L. 2016. "Perceived quality factors of location-based apps on trust, perceived privacy risk, and continuous usage intention," Behaviour & Information Technology
Watson, A. (2023). Liver fibrosis phenotyping and severity scoring by quantitative image analysis of biopsy slides. Hepatology Communications, 7(3), e00345.
Yuliawan, E. (2018). Analisis pengaruh faktor kepercayaan, kemudahan, dan kualitas layanan terhadap keputusan pembelian pada online shop Zalora Indonesia. Optimal: Jurnal Ekonomi dan Kewirausahaan, 12(1), 34–49. https://doi.org/10.33558/optimal.v12i1.1016
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2005). Services marketing: Integrating customer focus across the firm. McGraw-Hill
