Article Sidebar
-
hybrid rice, purchase intention, multiple regression
Abstract
Rice demand will continue to increase along with the project rate of population increase. The use of quality seed was the thing to get attention. Therefore, it is necessary to analyze the factors that affect the interest in the purchase of hybrid rice seeds by farmers. The analysis showed that the factors affecting the purchase of hybrid rice seed is the attitude, subjective norm and perceived behavior control. Perceived behavioral control or perceived behavior control according to respondents, it is a factor that determines the first to affect the level of the purchase of hybrid rice seeds. A further factor affecting is subjective norm then the last one is the attitude. Purchase behavior of hybrid rice by farmers in the marketing area Region I Sukamandi PT Sang Hyang Seri is influenced by the contact farmer who can be contacted, the suggestion of extension local hybrid rice, and the influence of most small marketing is done by PT Sang Hyang Seri itself. Variables influence the perception of control behavior which is in contrary to existing theories. The analysis showed a negative influence, that is, it is possible for farmers who are in the hybrid rice production center. In addition, the general marketing of rice farmers in the region Region I Sukamandi PT Sang Hyang Seri using rice seeds last in 2014, in which time was the existence of government subsidies that encourage farmers to use hybrid seeds in order to increase national rice production.
References
Ajzen, I., Driver, B.L. (1990). Application of Theory of Planned Behavior to Leisure Choice, Proceedings sixth Canadian congress on leisure research.
Ajzen, I. (2005). Constructing a TPB Questionaire: Conceptual and Methodological Consideration. Ohio.
Bellman, Lawrence, M. (2009). Fashion Accessory Buying Intentions Among Female Millennials. Review of Business; 30(1): 46-57
Cooper, D., Emory, W. (1997). Business Research Methods (translation). Erlangga Volume 1. Jakarta
Cournoyer, David E. dan Waldo C. Klein. 2000. Research Methods for Social Work. Allyn and Bacon, USA
Dharmmesta, B.S. (2003). The strategic decisions to explore consumer attitudes and behavior. Journal of Economics and Business Indonesia. 12 (3): 1-19.
Dominanto, N.N. (2008). Differences in Attitudes toward Advertising, Brand and Consumer Intentions Buy Ads Appeal to Fear High and Low on Women participants. Journal of Economics and Business 2 (2): 67-75
Downs, D.S. et al. (2006). Youth exercise intention and past exercise behavior: examining the moderating influences of sex and meeting exercise recommendations. Journal American Alliance for Health, Physical Education, Recreation and Dance, 77 (1) : 91-99.
Dunn, M.S. et al. (2001). The Influence of significant others on attitudes, subjective norms and intentions regarding dietary ssupplement use among adolescent athletes. Journal Management Vol.36 (143): 583-591
Fishbein, M., Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to theory and Research. Ed ke-3. Massachusetts (UK): Addison Wesley Reading MA.
Ghozali, I. (2006). Structural Equation Modeling : Alternative Method with Partial Least Square ke - 2. Universitas Diponegoro Publlisher Agency : Semarang.
Jogiyanto, H. (2007). The success of the information technology system model. Andi Press. Yogyakarta (ID)
Mandasari, N. (2013). The influence of consumer attitudes and subjective norm on purchase intention of Toyota Agya in Denpasar. Udayana University of Management Journal, Vol 2 (11): 1434-1448.
Marhaini. (2008). Analysis of consumer behavior in purchasing brand acer computer (Case Study: Students of Faculty of Economics, University of North Sumatra). Journal of Business Management, 1 (3): 89-96
Mukodim, Didier, Erliansyah. (2007). Variables that affecting consumer decision in buying products cell phones. Journal of Business Economics 12 (3), pp: 220-229
Munandar. (2014). Influence of attitudes and subjective norms on use intentions of islamic banking products at Bank Syariah Aceh in Lhokseumawe. Visionary and Strategic Journal, Vol.3 No.2, hal.73-80
Rangkuti, F. (1999). SWOT Analysis: Dissecting Techniques of Business Case. PT Gramedia Utama Pustakatama. Jakarta.
Sadjad, S. (1993). From seed to seed. PT. Gramedia Widiasarana Indonesia. Jakarta.
Satoto, Suprihatno, B. (2008). Development of hybrid rice in Indonesia. Journal of the Science of food crops Vol 3 (1): 27-40
Siahaan, B. (2015). Factors that influence of use intention local soy sauce. Family & Consumer Science Journal, Vol. 8 (2): 125-132.
Sumarwan, U. (2004). Consumer Behavior: Theory and Application in Marketing. Ghalia Indonesia. Jakarta
Taib, Ramayah, Razak, T. (2008). Factors influencing intention to use diminishing partnership home financing. International Jurnal Of Islamic And Middle Eastern Finance And Management. Vol.1(3): 235-248.
Virmani, S.S., Khumar, I. (2004). Development and Use of Hybrid Rice
Wahyuningsih, S. (2009). The role of medium small business in the economy of Indonesia. Mediagro Journal, 9 (1): 1-14.
Wang, C. K, Wong, P. K. (2004). Entrepreneurial interst of university student in Singapore. Journal Technovation, 24: 163-172.
Wiethoff, C. (2004). Motivation to learn and diversity training: Application of the theory of planned behavior. Human Resource Development Quarterly, 15(3), 263-278.
Yacoub, Y. (2012). Effects of unemployment on poverty districts/cities in West Kalimantan Province. Journal of the Faculty of Economics, University Eksos Tanjongpura, 8 (3): 176-185.
Zaini, A, Erythrina. (2008). Development of hybrid rice with TT approach and rice markers. Journal of the Science of Food Crops 3 (2): 156-166.
Authors
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
