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All Journal Habitat Jurnal SEPA (Social Economic and Agribusiness Journal) JMM (Jurnal Masyarakat Mandiri)
Anisa Aprilia
Departement Sosial Ekonomi Pertanian, Universitas Brawijaya
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Other

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Journal : Jurnal SEPA (Social Economic and Agribusiness Journal)

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KEPUTUSAN PEMBELIAN SAYURAN DI PASAR JATINEGARA SELAMA PANDEMI COVID-19 DENGAN PENERAPAN THEORY OF PLANNED BEHAVIOR Yerho David Hasudungan Harahap; Anisa Aprilia; Silvana Maulidah
SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis Vol 20, No 2 (2023): SEPTEMBER
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/sepa.v20i2.56248

Abstract

Large-Scale Social Restrictions (PSBB) is one of the Indonesian government's policies in dealing with the COVID-19 pandemi. In the midst of the implementation of the policy, consumers are still buying food, one of which is vegetables, directly to traditional markets. This study uses a quantitative approach through descriptive statistical analysis and SEM-PLS analysis using WarpPLS 7.0. This study aims to examine the effect of the Theory of Planned Behavior variables, namely attitudes, subjective norms, and perceptions of behavioral control on consumer purchase intentions and vegetable purchasing decisions at Jatinegara Market during the COVID-19 pandemi. The types of data in this study are primary data and secondary data using 45 respondents who were determined using the judgment sampling method. The results showed that the variables of attitude, subjective norm, and perceived behavioral control had an effect on consumers' purchase intentions. The biggest indicator contribution to the attitude variable is convenience in making purchases. Meanwhile, the biggest indicator contribution to the subjective norm variable is support from close friends. And on the behavioral control perception variable, the biggest indicator is the ability to make purchases. Traders and market managers need to maintain and improve the application of health protocols in the Jatinegara Market area, especially during the COVID-19 pandemi, so that consumers' purchase intentions remain high to buy vegetables.
Co-Authors Andrean Eka Hardana Anindya Prasasti Arif Yustian Maulana Noor Djoko Koestiono Dwi Gatot Sabarno Edlyn Khurotul Aini EFFY YUSWITA Fahriyah Fahriyah Fitria Dina Riana Heptari Elita Dewi Ilyaza Agung Himawan Imaniar Ilmi Pariasa Kartika Putri Kumalasari Khoirunnisa Bai Novi Haryati Rachman Hartono Riyanti Isaskar Silvana Maulidah Silvana Maulidah Tri Ardyati Vi’in Ayu Pertiwi Wheny Anggi Anggraini Yerho David Hasudungan Harahap Yusri Fajar Yusri Fajar Zamratul Akbar