MODEL OF HERBAL FUNCTIONAL FOOD ADOPTION

Wulan, Ida Aryati Dyah Purnomo and Priyanto, Sony Heru MODEL OF HERBAL FUNCTIONAL FOOD ADOPTION. MODEL OF HERBAL FUNCTIONAL FOOD ADOPTION.

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Abstract

This research aims to test the relationship between variables in a model that explains factors influencing functional food adoption. Factors influencing functional food adoption are explained by food label, knowledge, experience, trust, reference group, and persuasion. This research uses quantitative design in the form of survey. The population of this research is all consumers who adopt drinks that have a function of curing and preventing diseases originating from herbals. The sampling technique is using non-probability sampling approach with purposive sampling technique. The criteria set for the sample of this study are as follows: (1) consumers who have purchased drinks that have the function of curing and preventing disease originating from herbals with the frequency of 2-5, (2) consumers are the decision makers in purchasing family food or for themselves and their family. Based on the established criteria, it is obtained a sample of 200 respondents. In order to test the model and relationship that is developed in this study, Structural Equation Modeling (SEM) that is operated through AMOS program is used. This research result shows that the model has a good value of goodness of fit. This theory explains that individual will be easier to adopt innovation if he already has a prior experience with the product that is going to be adopted. Product knowledge and trust can also influence the innovation adoption. This research result also shows that food label has a positive influence toward knowledge.

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