Consumer Behavior Model Based on Integration of Food Safety and Health Consciousness in Padang City

A consumer is someone who uses, uses, consumes goods and services, not someone who distributes or distributes or produces or produces them. Consumer behavior is the action that is directly involved in obtaining, consuming, and spending products and services, including the decision process that precedes and follows these actions2. The tendency of consumers to choose food only sees the physical condition3.Schiffman and Kanuk (2006), define consumer behavior as behavior shown by consumers in finding, buying, using, evaluating, and spending products or services that they hope will satisfy their needs4.


INTRODUCTION
A consumer is someone who uses, uses, consumes goods and services, not someone who distributes or distributes or produces or produces them. Consumer behavior is the action that is directly involved in obtaining, consuming, and spending products and services, including the decision process that precedes and follows these actions 2 . The tendency of consumers to choose food only sees the physical condition 3 .Schiffman and Kanuk (2006), define consumer behavior as behavior shown by consumers in finding, buying, using, evaluating, and spending products or services that they hope will satisfy their needs 4 .
Food is a basic human need that is very important for memaintain body health, growth, maintenance and improvement of health status and community intelligence 5 . Food safety has been regulated in such a way as in statutory regulations, namely Law No. 18 of 2012 concerning Food; Law Number 8 of 1999 concerning Consumer Protection; and Government Regulation Number 28 of 2004 concerning Food Quality and Nutrition 6 . However, food safety problems continue to occur and become a world concern because hundreds of millions of people are reported to be suffering from diseases caused by food poisoning.
The number of cases of food poisoning that occurred in Indonesia from 2014 to 2018. In the province of West Sumatra itself, food poisoning cases have been included in the extraordinary incidence (KLB) category.Cases of food poisoning (Foodborne disease) occurred in 2017-2018 7 . Various laws and government regulations that have been made by the government are still unable to move consumers to choose healthy foods for consumption 8 . Poisoning is a condition when the body experiences vomiting, diarrhea or nausea after consuming food 9 . Food poisoning is a symptom caused by consuming food that is poisonous or contaminated with bacteria or microorganisms 10 .
to price. Judging from the situation when consumers buy vegetables. Consumers are more interested in buying vegetables that look clean, attractive and without caterpillars and at low purchase prices. Yet if you look more closely, the pesticide content that settles on these vegetables is very much. Farmers spray various types of pesticides the day before harvesting.KejaThe dian shows that the various regulations that have been made have not been able to stop producers and traders from using hazardous substances in food. Therefore, we need a model that is able to shape and accustom people to behave more consciously and caring about the food they consume, so that their rights as consumers to get safety and comfort are realized. So, a study was carried out that aims to form a model that focuses on consumer awareness of the choice of food they consume through the integration of health awareness and food safety. So that a model of consumer behavior is made that can be used as a solution to overcome the problems above and is very important to do. This consumer behavior model is named "Consumer Behavior Model Based on Food Safety and Health Consciousness". This model is integrated by incorporating elements of food safety (Food Safety) and elements of health awareness, so that the danger of food poisoning will be minimized by the awareness of the consumers themselves. Modeling through the integration of food safety with health awareness has never been done. This integration was chosen because the level of health awareness and attention to food safety would influence attitudes and interests in buying healthy food11. so that the danger of food poisoning will be minimized by the awareness of the consumers themselves. Modeling through the integration of food safety with health awareness has never been done. This integration was chosen because the level of health awareness and attention to food safety would influence attitudes and interests in buying healthy food11. so that the danger of food poisoning will be minimized by the awareness of the consumers themselves. Modeling through the integration of food safety with health awareness has never been done. This integration was chosen because the level of health awareness and attention to food safety would influence attitudes and interests in buying healthy food 11 .

Model consumer behavior
Jisana mentions that everyone involved in the consumption process is a consumer 12 . In Law Number 8 of 1999 article 1 paragraph 2 concerning consumer protection, that consumers are users of goods or services available in society, both for the interests of themselves, their families, other people, and other creatures and not for sale. Consumer behavior is the study of processes involved when individuals or groups choose, buy, use, or manage products, services, ideas or experiences to satisfy consumer needs and wants 13 .

Food safety
In Law Number 7 of 1996 explains that food is everything that comes from biological sources and water, both processed and unprocessed, which is intended as food or beverage for human consumption, including food additives, food raw materials, and materials. others that are used in the process of preparing, processing and or making food or beverages. Furthermore, in Law Number 18/2012, it is mandated to ensure that the available food must be sufficient, both in quantity and quality, safe, diverse, nutritious, equitable and affordable and does not conflict with the religion, belief and culture of the community, in order to live. healthy, active, and productive in a sustainable manner. This is in accordance with the FAO and WHO declarations which emphasize that every individual has the right to food with adequate and safe nutritional value. Food safety is closely related to health. If security is not maintained, it can cause health problems and even death 14 .

RESEARCH METHODS
This research was conducted in the city of Padang. The choice of this location is because the city of Padang is the provincial capital which is the center of community activity, consequently encouraging food producers to continue to develop so that this city is rich in food variations. This study uses the ADDIE model. The final objective of this study is to create a model of consumer behavior that focuses on consumer awareness of the choice of food consumed through the integration of health and food safety awareness, which is measured by changes in community behavior in the city of Padang. This research was conducted in a market located in the city of Padang, namely Impress Block II market.
Population is a generalization area consisting of objects or subjects that have certain qualities and characteristics that are determined by the researcher for study and then draw conclusions. The population in this study are consumers who purchase vegetables at the main market in Padang city.
The research instrument used in this study was a questionnaire consisting of 3 variables. The variables are food selection variables, health awareness variables and food safety variables. In this behavior model, an outreach is carried out to consumers by providing brochures, guidance and guidance to consumers so that consumers do not choose vegetables to be consumed by their families. So that by providing guidance and guidance to consumers, consumer awareness has begun to focus on awareness of health and food safety. The expected result of this guidance is that people are starting to be selective in choosing vegetables, which can improve the quality of life of the community, improve public health and be free from pesticide residues.

RESULTS AND DISCUSSION
Padang city market is a traditional market center located in the center of Padang. Due to the location of the market which is in the center of Padang, this market is very strategic to visit. Padang city market has merchant stalls, these stalls can meet the needs of clothing, food and shelter for the people of Padang city and its surroundings. The Padang Raya Vegetable Kiosk is located in the Impress block II building, which is on Ps. New. This market sells various kinds of vegetables from various regions.
This research was conducted by surveying the condition of market consumers who shop for vegetables every day. This research was conducted by interviewing consumers and distributing questionnaires. The interview is one of the data collection techniques in the form of information from a source by asking questions. However, consumer concern is not fully within the consumer. They do not heed the harm they will face when consuming unhealthy vegetables or containing pesticides.
Interviews were conducted with vegetable consumers who were shopping for vegetables at the Padang city market. This interview is intended to obtain information related to consumer behavior in choosing healthy vegetables for their families.
In addition to conducting interviews with consumers, the research team also distributed questionnaires whose aim was to see consumer behavior, so that the survey that had been conducted became a benchmark in modeling consumer behavior.
Purchasing decisions are consumer decisions regarding preferences for brands that are in the set of choices 17 . Decision making or deciding means choosing one of two or more alternatives. A person is faced with the process of making a buying decision when he has to choose at least two alternatives, buy or not buy. Decision making can also be interpreted as identifying and selecting various solutions that lead to a desired end result.      with an attractive appearance and consumers' perception of vegetables is still very ancient, namely all vegetables are the same, their nutritional content is the same. However, behind all that, there is a detrimental impact on consumers when the vegetables they consume are exposed to chemical fertilizer and pesticide residues.
This research has produced a Conceptual Design of Consumer Behavior Model based on Integration of Food Safety and Health Consciousness in Padang City. As illustrated below: implies that the effect of the independent variable X on the dependent variable of consumer behavior (Y) is 60.2%.

F test
The F significance value obtained is 0.000 (p <0.05), it can be concluded that the hypothesis is accepted, meaning that the variable food selection (X1), health awareness (X2) and food safety (X) 3 have a significant effect on behavior simultaneously. consumer (Y). F test results can be seen in the table below.

T test
The significance value for the food selection variable (X1) is 0.698 (p> 0.05), therefore the hypothesis is rejected, meaning that the food selection variable (X1) has no significant effect on the consumer behavior variable (Y). The significance value for the health awareness variable (X2) is 0.049 (p <0.05), therefore the hypothesis is accepted, meaning that the health awareness variable (X2) has a significant effect on the consumer behavior variable (Y

SUGGESTION
Based on the current situation, consumer demand for vegetables is increasing, due to the emergence of healthy lifestyles by some consumers. However, consumers also need to know which vegetables are healthy to eat and free from pesticide residues, by paying attention to the characteristics of vegetables without pesticides and consuming organic vegetables. Consumers must also pay attention to the freshness of the vegetables consumed. In addition, producers must also pay attention to the impact of the use of fertilizers and pesticides on the health of consumers, because excessive use of fertilizers and pesticides will increase the danger of food poisoning and even death.

Conceptual Model of Consumer Behavior based on Integration of Food Safety and Health Consciousness in Padang City
The design of a Consumer Behavior Model based on the Integration of Food Safety and Health consciousness in Padang City is based on an analysis of the needs and sources regarding the formation of consumer behavior. The results of the analysis show that the behavior of vegetable consumers in Padang cities tends to be ignorant of the dangers of chemical residues in pesticides and fertilizers used by vegetable farmers. The market does not have special stalls for organic vegetable traders so that it does not motivate organic vegetable traders and farmers to provide organic vegetables. The unavailability of organic vegetable choices in the market makes consumers not care whether they have bought vegetables that are good for health or on the contrary, it actually adds to the accumulation / buildup of toxins in their family's body. The alternative trend is that consumers choose only fresh and light-colored vegetables without knowing that behind the fresh vegetables there are chemical residues from agricultural products using chemical fertilizers and pesticides. As a result, the quality of life decreases, health decreases, various types of food poisoning increase and can even cause death.

Normality test
The significance value obtained based on the komogrov-simornov obtained a significance value more than 0.05. The calculated D value is 0.1 and the D * value (α = 0.05, n = 93) obtained from the statistical table is 0.137. Therefore 0.1 <0.137 or D <D * then Ho is accepted and in accordance with the basic decision making in the normality test, it can be concluded that the data is normally distributed. thus, the assumptions or normality requirements in the regression model are met. The results of the normality test can be seen in the table below.

Multiple regression
The value of the correlation or relationship (R) between the food selection score (X1), health awareness (X2) and food safety (X4) on the consumer behavior variable (Y) is 0.776 and the percentage of influence of variable X on consumer behavior variables (Y) The socalled coefficient of determination which is the result of measurement R. So that the coefficient of determination of R square is 0.602 which