Determinan Keputusan Pembelian Makanan Lokal Berdasarkan Importance Performance Map Analysis di Provinsi Nusa Tenggara Timur (NTT)
DOI:
https://doi.org/10.29244/fagb.16.2.203-214Keywords:
analysis extended theory of planned behavior, importance performance map analysis, jagung bose, local foodAbstract
This study aims to formulate a strategy for developing local food agribusiness in East Nusa Tenggara (NTT) Province using the Importance-Performance Map Analysis (IPMA) approach, grounded in the Extended Theory of Planned Behavior (E-TPB) model. Local foods such as “jagung bose” have significant economic, social, and cultural potential, but their development is still hampered by limited infrastructure, low purchasing power, weak distribution, and minimal promotion. Primary data was collected through an online questionnaire from 240 respondents residing in NTT who had purchased and consumed jagung bose. The analysis was conducted using IPMA, which is a continuation of PLS-SEM, to identify priority variables for improvement. The results of the study show that the variables of concern for local food and attitudes towards behavior are the main strengths with high performance. Meanwhile, product availability and purchase intention are highly important but perform poorly, so they are the main priorities for improvement. Subjective norms, behavioral control, and price variables have relatively low influence and performance. These findings emphasize the importance of increasing product accessibility and strengthening cultural values in branding as key strategies for developing local food agribusiness. For local governments, this study recommends affirmative policies to strengthen supply chains, promote local food education, and support MSMEs with infrastructure and capital. A collaborative approach between the government, business actors, and the community is considered crucial for building a competitive, sustainable, and local wisdom-based agribusiness ecosystem in NTT Province.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Amaliya, F., & Suprapti, I. (2021). Prosiding Seminar Nasional Hasil Penelitian Pertanian, Perikanan dan Kelautan 2021 Hotel Dafam Pacific Caesar Surabaya.
Andrés-Sánchez, J. de, Puelles-Gallo, M., Souto-Romero, M., & Arias-Oliva, M. (2025). Importance–Performance Map Analysis of the Drivers for the Acceptance of Genetically Modified Food with a Theory of Planned Behavior Groundwork. Foods, 14(6). https://doi.org/10.3390/foods14060932
[BPS] Badan Pusat Statistik. (2023). Statistik Daerah Provinsi Nusa Tenggara Timur 2023. https://ntt.bps.go.id/id/publication/2023/09/26/4e0b8073694c65f36879bfef/-statistik-daerah-provinsi-nusa-tenggara-timur-2023.html
Cappelli, L., D’ascenzo, F., Ruggieri, R., & Gorelova, I. (2022). Is Buying Local Food a Sustainable Practice? A Scoping Review of Consumers’ Preference for Local Food. In Sustainability (Switzerland) (Vol. 14, Number 2). MDPI. https://doi.org/10.3390/su14020772
Chambers, S., Lobb, A., Butler, L., Harvey, K., & Bruce Traill, W. (2007). Local, national, and imported foods: A qualitative study. Appetite, 49(1), 208–213. https://doi.org/10.1016/j.appet.2007.02.003
Davis, J. H., & Goldberg, R. A. (1957). A Concept of Agribusiness. In University of California. University Of California.
De Toni, D., Tormen, A., Milan, G. S., Eberle, L., & Lazzari, F. (2021). Price level and brand knowledge and its effects on purchase behavior. Revista de Administração Da UFSM, 14(3), 632–654. https://doi.org/10.5902/1983465944193
Dian Anggraini, L., Deoranto, P., & Morita Ikasari, D. (n.d.). Analisis Persepsi Konsumen Menggunakan Metode Importance Performance Analysis Dan Customer Satisfaction Index The Analysis Of Consumer Perception Used Importance Performance Analysis Method and Customer Satisfaction Index (Vol. 4).
Divayana, F. N., Nurmalina, R., & Suprehatin, S. (2022). Faktor-faktor yang Memengaruhi Niat Pembelian Mi Shirataki Instan: Aplikasi Extended Theory of Planned Behavior. Forum Agribisnis, 12(2), 161–170. https://doi.org/https://doi.org/10.29244/fagb.12.2.161-170
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/https://doi.org/10.1108/EBR-11-2018-0203
Jo, H., Shin, E., & Kim, H. (2021). Changes in Consumer Behaviour in the Post-COVID-19 Era in Seoul, South Korea. Sustainability (Switzerland), 13(1), 1–16. https://doi.org/https://www.mdpi.com/2071-1050/13/1/136
Kennedy, P. S. J. (2023). The Problem of Food Security in the Indonesia Border Area of Nusa Tenggara Timur Province with Timor Leste Country. KnE Social Sciences, 167-177. 10.18502/kss.v8i9.13329
Kotler, Philip., & Keller, K. Lane. (2012). Marketing management. Prentice Hall.
Muhandri, T., Hasanah, U., & Amanah, A. (2021). Perilaku Konsumen Terhadap Jajanan Tradisional di Kabupaten Pekalongan. Jurnal Mutu Pangan: Indonesian Journal of Food Quality, 8(1), 10–16. https://doi.org/https://doi.org/10.29244/jmpi.2021.8.1.10
Murairwa, S. (2015). VOLUNTARY SAMPLING DESIGN. International Journal of Advanced Research in Impact, 4(2). www.garph.co.uk
Nona, R. V., & Mea, M. H. C. D. (2021). Performance model of community food business development in East Nusa Tenggara Province. In E3S Web of Conferences (Vol. 306, p. 02003). EDP Sciences. https://doi.org/10.1051/e3sconf/202130602003
Rianzani, D. M., Rayesa, N. F., & Andriani, D. R. (2025). Analisis Preferensi Konsumen Terhadap Atribut Produk Katering Sehat di Kota Malang. Forum Agribisnis, 15(2), 361–371. https://doi.org/https://doi.org/ 10.29244/fagb.15.2.361-371
Ringle, C. M., & Sarstedt, M. (2016). Gain more insight from your PLS-SEM results the importance-performance map analysis. Industrial Management and Data Systems, 116(9), 1865–1886. https://doi.org/10.1108/IMDS-10-2015-0449
Sabina Del Castillo, E. J., Díaz Armas, R. J., & Gutiérrez Taño, D. (2021). An extended model of the theory of planned behaviour to predict local wine consumption intention and behaviour. Foods, 10(9). https://doi.org/10.3390/foods10092187
Sariguna Johnson Kennedy, P. (2023). The Problem of Food Security in the Indonesia Border Area of Nusa Tenggara Timur Province with Timor Leste Country. KnE Social Sciences. https://doi.org/10.18502/kss.v8i9.13329
Stern, P. C. (2000). Toward a Coherent Theory of Environmentally Significant Behavior. In Journal of Social Issues (Vol. 56, Number 3).
Suryantoro, D. D. (2021). Penguatan Pendidikan Perempuan (Peran Perempuan dalam Agama, Keluarga dan Kehidupan Sosial di Masa Modern). Jurnal Hukum Keluarga Islam, 6(1), 38–51. https://doi.org/https://doi.org/10.46773/usrah.v6i1.1688
Ulker M, & Karamustafa K. (2023). Understanding The Use of Local Food Through the Extended Theory of Planned Behaviour. Deturope, 15(1), 66–94. https://doi.org/https://doi.org/10.32725/det.2023.004
Veronica, E., & Kusdibyo, L. (2021). Understanding Value and Attitude of Generation Z on Indonesian Local Cuisine. 565–571. https://doi.org/10.2991/aer.k.211106.088
Wenzig, J., & Gruchmann, T. (2018). Consumer Preferences for Local Food: Testing an Extended Norm Taxonomy. Sustainability (Switzerland), 10(5). https://doi.org/https://doi.org/10.3390/su10051313
Yuan, X., & Xiao, Y. (2021). Cognition, Value Perception and Purchase Intention of Organic Food: Evidence from China’s Organic Milk Market. Sustainability (Switzerland), 13(2), 1–15. https://doi.org/https://doi.org/10.3390/su13020910
Yudha, A. T. R. C., Setiani, S. Y., Huda, N., JEDI, M., & JEDI, S. (2023). Eksistensi Generasi Muda dalam Menjaga Ketahanan Pangan Untuk Pembangunan Berkelanjutan: Studi di Desa Kadungrembug, Kabupaten Sidoarjo. Journal of Economics Development Issues, 6(2), 106–116. https://doi.org/10.33005/jedi.v6i2.157
Yunus, Z., Suharno, S., & Adhi, A. K. (2025). Analisis Sikap Konsumen dan Kinerja Atribut Sosis Kemasan Merek Fiesta di Wilayah Jabodetabek. Jurnal Agribisnis Indonesia, 13(1), 198–213. https://doi.org/10.29244/jai.2025.13.1.198-213
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Forum Agribisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The author submitting the manuscript must understand and agree that the copyright of the article manuscript must be submitted/transferred to the Journal Forum Agribisnis. This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA) International License in which the Author and Reader can copy and redistribute the material in any media or format, and remix, modify and build material for any purpose, but they must provide appropriate credit (citing articles or content), provide a link to the license, and indicate whether there is a change. If you mix, change, or create material, you must distribute your contribution under the same license as the original.
