PENGARUH SIKAP TERHADAP KAMPANYE BAHAYA MINUMAN MANIS, PERSEPSI RESIKO, DAN NORMA SUBJEKTIF HIDUP SEHAT TERHADAP PERILAKU KONSUMSI MINUMAN MANIS WARGA SEMARANG

Abstract

The high level of sugary drink consumption among the public has become a concerning issue and is widely discussed today. This study analyzes the influence of attitudes toward anti–sugary drink campaigns (X1), risk perception (X2), and subjective norms of healthy living (X3) on sugary drink consumption behavior (Y) using the Theory of Planned Behavior (TPB) framework. The research was conducted in Semarang City, involving 100 residents aged 13 and above who regularly consume sugary drinks, using multiple linear regression analysis. The results show that attitudes toward anti–sugary drink campaigns do not have a significant influence on sugary drink consumption behavior. Risk perception demonstrates a significant effect, and subjective norms of healthy living also show a significant effect with a significance value of <0.001. Simultaneously, attitudes toward anti–sugary drink campaigns, risk perception, and subjective norms of healthy living significantly influence consumption behavior, with a significance value of <0.001. Thus, this study emphasizes that changes in consumption behavior are not influenced by a single factor, but are instead the result of a combination of individual perceptions and subjective norms within the social environment, which complement one another.