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All Journal Jurnal Manajemen dan Agribisnis Indonesian Journal of Business and Entrepreneurship (IJBE)
Hartoyo Hartoyo
School of Business, Bogor Agricultural University
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis on Intention of Purchasing Organic Foods by The Undergraduate Students of IPB Using The Theory of Planned Behavior Approach Heppy Setiawati; Hartoyo Hartoyo; Megawati Simanjuntak
Jurnal Manajemen & Agribisnis Vol. 15 No. 2 (2018): JMA Vol. 15 No. 2, July 2018
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (48.279 KB) | DOI: 10.17358/jma.15.2.198

Abstract

This study aims to identify factors that can increase the intention of buying organic foods and its implications in the design of organic food marketing strategy. The main model adopts Theory of Planned Behavior. Six variables were used in this study, namely, health awareness, environmental awareness, attitudes toward organic foods, subjective norms, perceptions of behavior control and organic food purchase intentions. The data to test the research model were collected from 140 respondents and were analyzed using statistical structural equation modeling method. The results of the study indicate that health awareness, environmental awareness, attitudes on organic foods, subjective norms and behavior control perceptions significantly influence the intention of buying organic foods. Furthermore, health awareness and environmental awareness have no significant effects on organic food purchase intention. The results of this study then become the basis in designing strategies to build a positive attitude on organic foods, subjective norms, and perceptions of consumer behavior control of organic foods that is by promoting organic foods through online or on certain events, creating new innovations so that the foods look attractive, and broadening market reach for organic food products to be more easily available.Keywords: purchase intention, organic food, SEM-LISREL, marketing strategic, Theory of Planned Behavior
The Determinant Factors of Behavior in M-Commerce Application Usage for Online Purchasing Wisnu Putra Prihantoro; Arif Satria; Hartoyo Hartoyo
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 4 No. 2 (2018): IJBE, Vol. 4 No. 2, May 2018
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.4.2.118

Abstract

The development of technology in human life makes the process of buying and selling currently using the online system. The high electronic transactions that occur in Indonesia are driven by the number of e-commerce or companies that make m-commerce applications on smartphones. This research has several objectives, and the first goal is to know the effect of perceived usefulness, behavior of the use of m-commerce applications, subjective norms, and behavioral control of interest in m-commerce applications on smartphones on online purchases. The second goal is to analyze the ease of use of perceived usefulness, and the third objective is to analyze the effect of ease of use and perceived usefulness on the behavior of using m-commerce applications for online purchases. The fourth objective is to analyze the effect of security perception on the interest of using m-commerce application on online purchase. This research was conducted by survey method and using SEM for data analysis. The results of this research indicate that there are significant influences among the behavior of the use of m-commerce applications, perceived usefulness, and behavioral control over interest in using m-commerce applications for online purchases. Ease of use and usability positively affect the behavior of using m-commerce applications. Ease of use positively affects the perceived usefulness. The security factor has a positive effect on the interest of using m-commerce application.Keywords: e-commerce, m-commerce adoption, SEM, Technology Acceptance Model, Theory of Planned Behavior
Co-Authors Arif Satria Heppy Setiawati Megawati Simanjuntak Wisnu Putra Prihantoro