UPSI Digital Repository (UDRep)
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Abstract : Perpustakaan Tuanku Bainun |
Objektif kajian adalah membincangkan tren penggunaan makanan fungsian di pasaran Malaysia dan global, menganalisis faktor yang mempengaruhi penggunaan makanan fungsian dalam kalangan masyarakat Malaysia berdasarkan Teori Tingkah laku Terancang (TPB) dan membuktikan peranan faktor Manfaat Kesihatan sebagai faktor perantara. Kajian ini berbentuk kuantitatif dan menggunakan borang soal selidik sebagai instrumen pengumpulan maklumat. Seramai 518 responden yang merupakan pengguna makanan fungsian terlibat dalam kajian ini dipilih melalui teknik pensampelan rawak kluster satu peringkat daripada empat buah bandar di Malaysia. Statistik deskriptif dan Model Persamaan Berstruktur berasaskan varian Kuasa Dua Terkecil Separa (PLS-SEM) digunakan untuk menganalisis objektif kajian. Dapatan kajian tren penggunaan makanan fungsian di pasaran Malaysia menunjukkan arah pengembangan produk keluaran tempatan dan mendorong peningkatan permintaan secara global sebanyak hampir sekali ganda (97 %) pada tahun 2030. Ketiga-tiga pemboleh ubah laten TPB iaitu pemboleh ubah sikap (_ = 0.205; p = 0.001), pemboleh ubah norma subjektif (_ = 0.167; p = 0.002) dan pemboleh ubah tanggapan kawalan tingkah laku (_ = 0.188; p = 0.005) adalah mempengaruhi secara positif dan signifikan terhadap penggunaan makanan fungsian. Ujian terhadap pemboleh ubah perantara pula menunjukkan wujudnya pengaruh perantara penuh yang signifikan antara faktor pemboleh ubah norma subjektif (_ = 0.327; p = 0.005) dan pemboleh ubah tanggapan kawalan tingkah laku (_ = 0.348; p = 0.005) serta pengaruh perantara separa yang signifikan antara faktor pemboleh ubah sikap (_ = 0.175; p = 0.005) terhadap penggunaan makanan fungsian. Kesimpulannya, faktor manfaat kesihatan adalah signifikan dalam meningkatkan penggunaan dan pengeluaran produk makanan fungsian. Implikasi daripada kajian ini memperkukuhkan tindakan pengeluar makanan fungsian yang sering mengemukakan testimonial pengguna sebagai bukti keberkesanan produk dan usaha meluaskan penguasaan pasaran. Sehubungan itu pihak bertanggungjawab perlu memastikan kandungan testimoni yang digunakan pengeluar adalah sahih dan mempunyai maklumat yang tepat. |
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