Electronic Theses and Dissertation

Penelitian ini bertujuan menganalisis pengaruh health consciousness dan product knowledge terhadap purchase intention produk cokelat sehat dengan menguji peran mediasi attitude serta peran moderasi trust. penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 200 konsumen yang memiliki minat pada produk cokelat di kota banda aceh. model penelitian mengintegrasikan theory of planned behavior (tpb), value–attitude–behavior (vab), knowledge–attitude–practice (kap), dan trust model. data dianalisis menggunakan partial least squares structural equation modeling (pls-sem). hasil penelitian menunjukkan bahwa health consciousness dan product knowledge berpengaruh positif terhadap attitude konsumen terhadap produk cokelat sehat. selanjutnya, attitude berpengaruh positif terhadap purchase intention serta memediasi secara penuh pengaruh health consciousness dan product knowledge terhadap purchase intention. sebaliknya, health consciousness maupun product knowledge tidak berpengaruh langsung terhadap purchase intention. selain itu, trust tidak terbukti memoderasi hubungan antara attitude dan purchase intention. temuan ini menunjukkan bahwa sikap konsumen merupakan mekanisme psikologis utama yang mendorong niat membeli produk cokelat sehat. penelitian ini memperluas tpb melalui integrasi perspektif berbasis nilai (vab) dan pengetahuan (kap) pada konteks konsumsi cokelat sehat yang masih relatif terbatas. temuan penelitian memberikan kontribusi teoretis sekaligus implikasi praktis bagi pemasar dalam merancang strategi pemasaran produk cokelat sehat. kata kunci: health consciousness; product knowledge; attitude; purchase intention; trust; produk cokelat sehat.

This study examines the influence of health consciousness and product knowledge on consumers' purchase intention toward healthy chocolate products by investigating the mediating role of attitude and the moderating role of trust. A quantitative approach was employed using a survey of 200 consumers interested in chocolate products in Banda Aceh. The proposed model integrates the Theory of Planned Behavior (TPB), the Value–Attitude–Behavior (VAB) framework, the Knowledge–Attitude–Practice (KAP) model, and the Trust Model. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that health consciousness and product knowledge positively influence consumers' attitudes toward healthy chocolate products. Attitude, in turn, significantly enhances purchase intention and fully mediates the effects of both health consciousness and product knowledge. However, neither health consciousness nor product knowledge directly affects purchase intention. Furthermore, trust does not significantly moderate the relationship between attitude and purchase intention. These findings suggest that favorable attitudes, rather than health awareness or product knowledge alone, are the primary psychological mechanism driving consumers' intention to purchase healthy chocolate. This study extends TPB by integrating value-based and knowledge-based perspectives through the VAB and KAP frameworks in the underexplored context of healthy chocolate consumption. The findings provide theoretical insights into consumer decision- making and practical implications for marketers seeking to position healthy chocolate products more effectively. Keywords: Health consciousness; Product knowledge; Attitude; Purchase intention; Trust; Healthy chocolate.