THE INFLUENCE OF BANDUNG CITIZENS’ KNOWLEDGE, TRUST, AND PERCEIVED RISK OF FRUIT EDIBLE COATING TOWARDS THE PURCHASE INTENTION

• Main Author: D. Lubis, Chintia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67191
• Institution: Institut Teknologi Bandung

Indonesia, as an agrarian country, produces a big amount of various fruits. According to the Indonesia Central Bureau of Statistics, in 2020 Indonesia produced 24,87 million tons of fruits. Nevertheless, Indonesia’s average amount of post-harvest fruit loss is up to 30%. Fruits naturally have a short time of shelf life and will be decomposed. However, a big amount of fruit waste and loss can bring harm to the environment. Fruit waste is categorized as organic waste which produces methane and carbon dioxide that in the long term can potentially damage the ozone layer and cause global warming. Therefore, to prevent this to happen, the number of fruits lost has to be handled. One of the causes of fruit losses is the bad handling of the fruits. Thus, AGRI-Cultured is currently producing and selling a method that can help to reduce fruit losses, namely, edible coating for fruits. The edible coating which is applied on the fruits’ skin, can help to extend the fruits’ shelf life. This research is conducted to analyze how well the citizens know about edible coating and to assess the factor(s) that significantly influence the purchase intention of edible coating for fruits. There are three concepts that are analyzed by the researcher regarding the factors that influence purchase intention of edible coating, namely, consumer knowledge, trust, and perceived risk. The researcher uses quantitative methods by using questionnaires to collect the data and using Multiple Linear Regression in the SPSS program to analyze the data. This research involves 200 Bandung citizens in the age range of 15-64 years old. The results showed that consumer knowledge and trust significantly influence the purchase intention of edible coating for fruits. However, the perceived risk of the consumer toward edible coating does not significantly influence the purchase intention. These findings and results can be used by AGRICultured to organize marketing strategies that are suitable to the pain points of the market. Keywords: edible coating, fruit loss, knowledge, multiple linear regression, perceived risk, purchase intention, quantitative, trust