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All Journal Jurnal Manajemen Bisnis Kewirausahaan Hasina: Jurnal Akuntansi dan Bisnis Syariah
Chitra Annisa Ramadhaningtyas
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Penerapan Model Perluasan Theory of Planned Behavior untuk Menyelidiki Niat Beli Produk Makanan Organik Chitra Annisa Ramadhaningtyas; Chairiza Azmi; Refli Renaldi; M.A Jaya Damanik
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i1.2553

Abstract

This study aims to examine the extended Theory of Planned Behavior (TPB) in predicting purchase intentions of organic food products. It investigates the influence of environmental awareness, environmental knowledge, attitudes toward organic food, subjective norms, and perceived behavioral control on the intention to purchase organic food among young consumers in Indonesia. Using purposive sampling, data were collected from 100 respondents through an online questionnaire and analyzed using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) approach. The results show that environmental knowledge has a positive and significant effect on attitudes toward organic food, whereas environmental awareness does not significantly influence attitudes. Furthermore, attitudes, subjective norms, and perceived behavioral control positively and significantly affect purchase intention. However, environmental awareness and environmental knowledge do not have a direct significant impact on purchase intention. These findings suggest that internal psychological factors play a more dominant role than external factors in influencing the intention to buy organic food.
Studi Kelayakan Bisnis Kuliner Berbasis Budaya Batak Toba di Wilayah Balige Chairiza Azmi; Chitra Annisa Ramadhaningtyas; Aditiya Pratama Daryana
Jurnal Akuntansi dan Bisnis Syariah Vol 2 No 2 (2025): Edisi 3
Publisher : Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35897/hasina.v2i2.2039

Abstract

This research aims to assess the feasibility of establishing and developing a Batak Toba culture-based culinary business in the Balige region, Toba Regency, as a form of strengthening local creative economy initiatives in synergy with regional cultural assets. The study is grounded in the underutilization of traditional cuisine as a symbol of local economic identity, despite the Danau Toba region being designated as a National Super Priority Tourism Destination by the central government. A descriptive qualitative approach was employed, incorporating field observations, in-depth interviews with five traditional culinary business owners, and consumer surveys distributed to 50 respondents. Data analysis was structured around five key aspects of business feasibility: market potential, technical and operational capacity, management and human resources, legal and licensing status, and financial viability. This was further complemented by a SWOT analysis. The results reveal high consumer interest in Batak Toba traditional food, particularly for authentic and culturally significant dishes. Technically, raw material availability is abundant, yet production facilities and hygiene infrastructure remain limited. Most business owners do not keep financial records and lack formal operational structures. Legal compliance is also low, with many lacking Business Identification Numbers (NIB) or hygiene certifications. Nevertheless, financial simulations indicate that the business is economically feasible, with a projected payback period of approximately four months and a promising level of net profit. In conclusion, the Batak Toba culinary business in Balige is considered viable for development, provided it is supported by continuous assistance in business management, quality standardization, and legal facilitation. Integrating cultural heritage with modern business strategies is key to positioning traditional cuisine as a central component of the region’s cultural tourism ecosystem.
Co-Authors Aditiya Pratama Daryana Chairiza Azmi Chairiza Azmi Damanik, M. A. Jaya