Analysis of Factors Influencing Interest in Purchasing Porang Rice Using The Extended Theory of Planned Behavior (E-TPB)
![](/public/site/images/admin/icons/icon-doi.png)
Amalia Widya Annisa(1), Ibnu Wahid Fakhrudin Aziz(2), Suharno Suharno(3*)
(1) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
(2) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
(3) Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
(*) Corresponding Author
Abstract
Porang rice, as imitation rice made from porang tubers, can be used as a substitute for white rice because it contains low calories and high fiber. In Indonesia, the marketing of porang rice and related research is still limited. This research aims to determine the characteristics of respondents and the factors that influence interest in buying porang rice, as well as recommendations for marketing strategies based on the research results. Data were analyzed using descriptive statistics, chi-square test, and SEM-PLS. The sample used was selected using a non-probability sampling method using a purposive sampling technique. The number of respondents obtained was 112 respondents. The research results found that the knowledge and status of respondents who were on a calorie diet were the main characteristics of respondents regarding their interest in buying porang rice. Subjective norms and perceived behavioral control directly influence interest in buying porang rice. Product availability indirectly influences interest in buying porang rice through perceived behavioral control. Recommendations for manufacturers' marketing strategies include providing information about low calories and high fiber on their packaging and promotional media, expanding their partner network with retail stores that are frequently visited by the public, and maximizing sales using e-commerce.
Keywords
Full Text:
PDFReferences
Ajzen, I. 2005. Attitudes, personality, and behavior (Second Edition). New York: Open University Press.
Bhavadharini B, Mohan V, Dehghan M, Rangarajan S, Swaminathan S, Rosengren A, Wielgosz A, Avezum A, Lopez-Jaramillo P, Lanas F, Dans AL, Yeates K, Poirier P, Chifamba J, Alhabib KF, Mohammadifard N, Zatońska K, Khatib R, Vural Keskinler M, Wei L, Wang C, Liu X, Iqbal R, Yusuf R, Wentzel-Viljoen E, Yusufali A, Diaz R, Keat NK, Lakshmi PVM, Ismail N, Gupta R, Palileo-Villanueva LM, Sheridan P, Mente A, Yusuf S. 2020. White Rice Intake and Incident Diabetes: A Study of 132,373 Participants in 21 Countries. Diabetes Care, 43 (11), 2643-2650.
BPS (Badan Pusat Statistik). 2022. Statistik Yearbook of Indonesia. Doi: https://www.bps.go.id
Divayana, F.N, Rita N, Suprehatin. 2022. Faktor–Faktor Yang Mempengaruhi Niat Pembelian Mi Shirataki Instan: Aplikasi Extended Theory of Planned Behavior. Forum Agribisnis (Agribusiness Forum), 12, (2), 161-170.
Faizal, Syahrul, Satrio A. W., Taufik E. N., Erwin K. 2022. The Effect of Porang-Processed Rice (Amorphophallusmuelleri) on LDL and HDL Levels in DM-Diagnosed Patients. International Journal of Pharmaceutical and Biomedical Science, 2,(06), 167–170.
Fukumi. 2021. Hasil Uji Laboratorium Sucofindo. Diakses tanggal 3 April, pukul 21.23 wib dari Doi: www.fukumi.co.id.
Ghozali, Imam. 2006. Structural Equation Modeling Metode Alternatif dengan Partial Least Square (PLS). Semarang: Badan Penerbit – Undip.
Gillandtama, Ega Tegar. 2022. Analisis Perilaku Konsumen Pada Pembelian Beras Shirataki (Studi Kasus di Kota Malang). Universitas Muhammadiyah Malang.
Kementerian Kesehatan RI. 2023. Laporan Kinerja Direktorat P2PTM. Jakarta: Kemenkes RI. Doi: https://e-renggar.kemkes.go.id/file_performance/1-465827- 02-4tahunan-967.pdf
Lemeshow, S. and David, J. 1997. Besar Sampel dalam Penelitian Kesehatan. Gadjah Mada University Press, Yogyakarta.
Li, Jun-yi, Fei Sun, Hai-feng Zhou, Jia Yang, Cong Huang, dan Heng Fan. 2019. A Systematic Review Exploring the Anticancer Activity and Mechanisms of Glucomannan. Front Pharmacol. 10(930), 1-9.
Lwin, M., Malik, S., & Lau, J. 2020. Association between food availability and young people’s fruits and vegetables consumption: understanding the mediation role of the theory of planned behavior. Public Health Nutrition, 23(12), 2155– 2164.
Mahirdini, Silmi dan Diana N Afifah. 2016. Pengaruh substitusi tepung terigu dengan tepung porang (amorphophallus oncopphyllus) terhadap kadar protein, serat pangan, lemak, dan tingkat penerimaan biskuit. Jurnal Gizi Indonesia (The Indonesian Journal of Nutrition), 5(1), 42-49.
Morwitz, V. G., Steckel, J. H., & Gupta, A. 2007. When do purchase intentions predict sales? International Journal of Forecasting, 23(3): 347-364.
Priyono. 2008. Metode Penelitian Kuantitatif. Sidoarjo: Zifatama Publishing.
Putri, Permata P. 2022. Hubungan Pola Konsumsi Makanan Tinggi Kalori dan Kopi, Durasi Tidur, dan Tingkat Stress dengan Status Gizi Pada Mahasiswa Tingkat Akhir. Media Gizi Kesmas, 11(02), 464-474.
Setiawan, Eunike Cecilia, Diyah A. P., Shinta K., M. Naufal Rizqi A., Arvin W. I, Rahma M. W. 2022. Kandungan Gizi Dan Uji Organoleptik Beras Analog Kedelai Edamame dan Rumput Laut. Indonesian Journal of Human Nutrition, 9(1), 1-15.
Setyono, Rahmasari, Abdul W., Yeni R., Fadlilatul Taufany. 2021. Pra-Desain Pabrik Konnyaku dari Tepung Glukomanan Umbi Porang (Amorphophallus Oncophyllus). Jurnal Teknik ITS , 10(2), 2301-9271.
Sugiyono. 2013. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV. Alfabeta.
Supriadi, Iman. 2022. Riset Akuntansi Keperilakuan: Penggunaan SmartPLS dan SPSS Include Macro Andrew F. Hayes. Surabaya: Jakad Media Publishing.
Supriati, Yati. 2016. Keanekaragaman Iles-Iles (Amorphophallus Spp.) dan Potensinya Untuk Industri Pangan Fungsional, Kosmetik, Dan Bioetanol. Jurnal Litbang Pertanian, 35(2), 96-80.
![](/public/site/images/admin/icons/icon-doi.png)
Article Metrics
![](/public/site/images/admin/icons/icon-graph.png)
![](/public/site/images/admin/icons/icon-pdf.png)
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Amalia Widya Annisa, Ibnu Wahid Fakhrudin Aziz, Suharno Suharno
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.