FAKTOR-FAKTOR YANG MEMENGARUHI NIAT MENGGUNAKAN KECAP LOKAL

Authors

  • S. Berto Fready Siahaan Program Pascasarjana Manajemen dan Bisnis Institut Pertanian Bogor Author
  • Ujang Sumarwan Departemen Ilmu Keluarga dan Konsumen Fakultas Ekologi Manusia Institut Pertanian Bogor Author
  • Dodik Ridho Nurrochma Direktorat Kajian Strategis dan Kebijakan Pertanian Institut Pertanian Bogor Author

DOI:

https://doi.org/10.24156/jikk.2015.8.2.125

Keywords:

food seller, intention, theory of planned behavior, traditional soy sauce

Abstract

The purpose of this research was to analyze the determinant factors of intention of the food sellers in using the traditional soy sauces for their products. The theory of planned behavior (TPB) was used as approach to explaine the intention as the major causal for the occurrence of a certain behavior. The research was conducted in Bogor and involved the food sellers who were using the traditional soy sauces.The data collection was conducted by personal interview of 102 respondents using quesionairres. The data was processed by the
descriptive and the multiple linear regression methods.The result showed that the attitude toward behavior (Aact) and the perceived behavioral control (PBC) significantly affected the intention, while the subjective norm (SN) did not significantly affect the intention. Based on the result, the determinant factors of intention for using the traditional soy sauces were creating of profit, creating of food deliciousness, creating of welfare for local communities, accceptable price, good quality, and easiness to get.

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Published

2015-05-01

Issue

Vol. 8 No. 2 (2015): Jurnal Ilmu Keluarga dan Konsumen

Section

Articles

License

The journal Jurnal Ilmu Keluarga dan Konsumen publishes its articles under the Creative Commons Attribution–ShareAlike (CC BY-SA) license. 
 
This license permits anyone to copy, redistribute, adapt, and build upon the work in any medium or format, including for commercial purposes, provided that appropriate credit is given to the original authors and the journal, and that any derivative works are distributed under the same license.

How to Cite

Siahaan, S. B. F., Sumarwan, U., & Nurrochma, D. R. (2015). FAKTOR-FAKTOR YANG MEMENGARUHI NIAT MENGGUNAKAN KECAP LOKAL. Jurnal Ilmu Keluarga Dan Konsumen, 8(2), 125-132. https://doi.org/10.24156/jikk.2015.8.2.125