THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL

This research aimed to analyze the effect of social media toward organic food literacy, analyze the effect of organic food literacy on consumer purchase intention, and analyze the components of the AISAS model that most effectively influence purchase intention. This research involved 150 respondents...

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Autores principales:	Salwa Inaayatullah Fannani, Mukhamad Najib, Ma’mun Sarma
Formato:	article
Lenguaje:	EN ID
Publicado:	Bogor Agricultural University 2020
Materias:	Agriculture (General) S1-972 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/01c943776a984bc5a7430a526fd1464a
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spelling	oai:doaj.org-article:01c943776a984bc5a7430a526fd1464a2021-11-04T04:20:00ZTHE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL1693-58532407-252410.17358/jma.17.3.285https://doaj.org/article/01c943776a984bc5a7430a526fd1464a2020-11-01T00:00:00Zhttps://jurnal.ipb.ac.id/index.php/jmagr/article/view/31867https://doaj.org/toc/1693-5853https://doaj.org/toc/2407-2524This research aimed to analyze the effect of social media toward organic food literacy, analyze the effect of organic food literacy on consumer purchase intention, and analyze the components of the AISAS model that most effectively influence purchase intention. This research involved 150 respondents. Respondents consisted of social media followers from organic food sales account selected by the purposive sampling quota technique. Data collection was carried out using an online questionnaire. The SEM-PLS analysis in this research was used to analyze the direct effect of social media on organic food literacy and purchase intention based on AISAS modeling. The results of this study indicate that social media has a significant and positive effect on the attention, interest and search factors of consumers. Attention has a significant and positive effect on organic literacy from consumers. The share factor is the factor that most influences the consumer's buying interest of organic product. The influence given from influencer, friend, and relative testimonials is considered the most effective in attracting other consumers to buy. This can be used as a reference for organic product business people to find the most effective marketing method to attract consumer buying interest. Keywords: social media, organic food literacy, purchase intention, aisas model, SEM-PLSSalwa Inaayatullah FannaniMukhamad NajibMa’mun SarmaBogor Agricultural UniversityarticleAgriculture (General)S1-972BusinessHF5001-6182ENIDJurnal Manajemen & Agribisnis, Vol 17, Iss 3, Pp 285-285 (2020)
institution	DOAJ
collection	DOAJ
language	EN ID
topic	Agriculture (General) S1-972 Business HF5001-6182
spellingShingle	Agriculture (General) S1-972 Business HF5001-6182 Salwa Inaayatullah Fannani Mukhamad Najib Ma’mun Sarma THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL
description	This research aimed to analyze the effect of social media toward organic food literacy, analyze the effect of organic food literacy on consumer purchase intention, and analyze the components of the AISAS model that most effectively influence purchase intention. This research involved 150 respondents. Respondents consisted of social media followers from organic food sales account selected by the purposive sampling quota technique. Data collection was carried out using an online questionnaire. The SEM-PLS analysis in this research was used to analyze the direct effect of social media on organic food literacy and purchase intention based on AISAS modeling. The results of this study indicate that social media has a significant and positive effect on the attention, interest and search factors of consumers. Attention has a significant and positive effect on organic literacy from consumers. The share factor is the factor that most influences the consumer's buying interest of organic product. The influence given from influencer, friend, and relative testimonials is considered the most effective in attracting other consumers to buy. This can be used as a reference for organic product business people to find the most effective marketing method to attract consumer buying interest. Keywords: social media, organic food literacy, purchase intention, aisas model, SEM-PLS
format	article
author	Salwa Inaayatullah Fannani Mukhamad Najib Ma’mun Sarma
author_facet	Salwa Inaayatullah Fannani Mukhamad Najib Ma’mun Sarma
author_sort	Salwa Inaayatullah Fannani
title	THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL
title_short	THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL
title_full	THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL
title_fullStr	THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL
title_full_unstemmed	THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL
title_sort	effect of social media toward organic food literacy and purchase intention with aisas model
publisher	Bogor Agricultural University
publishDate	2020
url	https://doaj.org/article/01c943776a984bc5a7430a526fd1464a
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THE EFFECT OF SOCIAL MEDIA TOWARD ORGANIC FOOD LITERACY AND PURCHASE INTENTION WITH AISAS MODEL

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