TREN KONSUMSI PRODUK RENDAH GULA: ANALISIS PEMBELIAN PADA GENERASI Z

This research aims to investigate the trend of low-sugar product consumption and analyze the purchasing behavior of Generation Z using the Theory of Planned Behavior, while adding the variable of price perception. The respondents of this study were 378 students from Muhammadiyah University of Malang. The results of this study indicate that price perception has a positive influence on purchasing behavior and purchase intention. Furthermore, perceived behavioral control has a negative impact on both purchasing behavior and purchase intention. Attitude has a positive influence on purchase intention, as does subjective norm, which also has a positive effect on purchase intention. Purchase intention also has a positive impact on purchasing behavior. Moreover, this research reveals that purchase intention mediates the influence of price perception on purchasing behavior. However, purchase intention does not mediate the influence of perceived behavioral control on purchasing behavior. These findings provide a deeper understanding of the factors affecting the purchase behavior of low-sugar products among Generation Z, considering the significant role of price perception and other factors related to the Theory of Planned Behavior. The practical implications of this research can be utilized in efforts to promote low-sugar products and develop more effective marketing strategies among UMM students and Generation Z in general.