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p-Index From 2021 - 2026
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All Journal Journal of Rural and Urban Community Studies
Kusriani Prasetyowati
Universitas Tunas Pembangunan
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Examining Online Purchase Intention in E-Commerce: The Effects of Knowledge, Attitude, Subjective Norms, and Perceived Behavioral Control Selvia Putri Anggraini; Suswadi; Kusriani Prasetyowati; Adhisty Puri Damayanti
Journal of Rural and Urban Community Studies Vol 4 No 1 (2026): February
Publisher : Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jrucs.v4i1.6311

Abstract

The development of technology has encouraged Indonesian consumers to increasingly use e-commerce platforms to purchase their daily necessities. This study aims to analyze the effect of knowledge, attitudes, subjective norms, and perceived behavioral control on consumers’ intention to shop online through e-commerce. This research applied a causal-comparative approach. The study was conducted in Greater Jakarta (Jabodetabek), Semarang, Yogyakarta, and Solo Raya. A total of 100 respondents were selected using a non-probability sampling method, specifically purposive sampling. Data were collected through interviews using structured questionnaires. The research instruments were tested, and the data were analyzed using SmartPLS 3 software with the Structural Equation Modeling (SEM) method. The results show that knowledge has a significant effect on consumers’ attitudes toward online shopping through e-commerce platforms.
Understanding Consumer Preferences for Tangerines (Citrus reticulata) in Urban Traditional Markets: Evidence from Surakarta, Indonesia Lia Maharani; Mahananto; Kusriani Prasetyowati; Adhisty Puri Damayanti
Journal of Rural and Urban Community Studies Vol 4 No 1 (2026): February
Publisher : Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jrucs.v4i1.6328

Abstract

Citrus fruit is one of the fruits favored by the people of Indonesia because this fruit is easy to find anywhere and anytime and can be consumed by various circles of society, both the upper, middle and lower classes. Tangerine (Citrus reticulata) is one of the Citrus that lives in tropical and subtropical regions.This study aims to examine the attributes of tangerines that are consumer preferences in the traditional market of Surakarta City and examine the attributes of tangerines that are most considered by consumers in the decision to buy tangerines in the traditional market of Surakarta City. The method of determining the location uses a purposive method and the sampling method is carried out by accidental sampling, the determination of the number of respondents in each traditional market is determined proportionally to the number of respondents as many as 50 respondents. The data analysis method used is chi square analysis and multi-attribute Fishbein. The results of this study indicate that the tangerines that are consumer preferences in the traditional market of Surakarta City are tangerines that have a sweet taste, medium fruit prices (20,000-24,900), orange skin color and have medium fruit sizes (8-9 pieces/year). kg). The attribute of tangerines that is most considered in the decision to buy tangerines in the traditional market of Surakarta City is the attribute of sweetness. The order of attributes from the most considered to the least considered is fruit taste, fruit price, fruit skin color, and fruit size.
Co-Authors Adhisty Puri Damayanti Lia Maharani Mahananto Selvia Putri Anggraini Suswadi