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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

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.

DARI DAPUR KE DUNIA MAYA: PEMASARAN PRODUK TATA BOGA MELALUI MEDIA SOSIAL DI MEDAN Girsang, Deddy Ray; Saragih, Vina Gabriella; Ramadhaningtyas, Chitra Annisa; Damanik, M. A. Jaya
Jurnal Manajemen dan Bisnis Volume 25 No. 1 Tahun 2025
Publisher : UNIKA Santo Thomas

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This study discusses the role of social media as a dominant force in marketing strategies, particularly in the culinary industry in Indonesia, with a focus on the city of Medan. In recent years, the rapid growth of social media users has created significant opportunities for businesses to leverage these platforms in reaching a broader consumer base. This research refers to previous studies that show social media not only functions as a promotional tool but also as a means to build more interactive relationships between businesses and consumers. By understanding this dynamic, businesses in the culinary sector can formulate more effective marketing strategies that are responsive to consumer needs, thus enhancing their competitiveness in an increasingly competitive market. This study is expected to provide valuable insights for entrepreneurs on how to optimally utilize social media to achieve their marketing objectives.

DARI DAPUR KE DUNIA MAYA: PEMASARAN PRODUK TATA BOGA MELALUI MEDIA SOSIAL DI MEDAN Girsang, Deddy Ray; Saragih, Vina Gabriella; Ramadhaningtyas, Chitra Annisa; Damanik, M. A. Jaya
Jurnal Manajemen dan Bisnis Volume 25 No. 1 Tahun 2025
Publisher : UNIKA Santo Thomas

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study discusses the role of social media as a dominant force in marketing strategies, particularly in the culinary industry in Indonesia, with a focus on the city of Medan. In recent years, the rapid growth of social media users has created significant opportunities for businesses to leverage these platforms in reaching a broader consumer base. This research refers to previous studies that show social media not only functions as a promotional tool but also as a means to build more interactive relationships between businesses and consumers. By understanding this dynamic, businesses in the culinary sector can formulate more effective marketing strategies that are responsive to consumer needs, thus enhancing their competitiveness in an increasingly competitive market. This study is expected to provide valuable insights for entrepreneurs on how to optimally utilize social media to achieve their marketing objectives.

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

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.

Peningkatan Keterampilan Membuat Mother of Sauce Melalui Model Pembelajaran Project Based Learning di SMK Putra Anda Binjai Chairiza Azmi; Chitra Annisa Ramadhaningtyas; Lutfia Yasmin; Titis Budi Rahayu
Jurnal Pendidikan dan Sastra Inggris Vol. 5 No. 1 (2025): Jurnal Pendidikan dan Sastra Inggris
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupensi.v5i1.5343

The ability to prepare mother of sauce, which serves as a foundational element in classical cooking techniques, remains a notable challenge for students at SMK Putra Anda Binjai. This subject demands a high level of precision, technical proficiency, and deep procedural understanding that is not easily achieved through conventional teaching approaches such as lectures or one-way demonstrations. This study aims to evaluate the extent to which the implementation of the Project Based Learning model can enhance students' skills in producing mother of sauce. The research employed a quasi-experimental design using a One Group Pretest-Posttest model, involving 28 eleventh-grade culinary students. Data were collected through performance-based tests and analyzed using descriptive statistics and paired sample t-tests. The results revealed an increase in the average score from 11.18 before the intervention to 17.29 after the learning process, with a significance value of 0.000, indicating a statistically meaningful improvement. The findings suggest that project-based learning not only supports the enhancement of students’ technical skills but also fosters critical thinking, collaboration, and a sense of responsibility. This research recommends the integration of project-based learning into culinary practice instruction, particularly for complex and contextual topics such as mother of sauce.

Determinan Niat Beli Porduk Halal Pada Generasi Z: Peran Literasi Halal, Kesadaran Halal, Label Hala, Kepercayaan, dan Pengaruh Media Sosial Chitra Annisa Ramadhaningtyas
Jurnal Akuntansi dan Bisnis Syariah Vol 3 No 2 (2026): Edisi 5
Publisher : Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35897/hasina.v3i2.2654

Penelitian ini bertujuan untuk menganalisis determinan niat beli produk halal pada Generasi Z dengan meninjau peran literasi halal, kesadaran halal, label halal, kepercayaan konsumen, dan pengaruh media sosial. Kajian ini dilatarbelakangi oleh meningkatnya perkembangan industri halal di Indonesia serta besarnya potensi Generasi Z sebagai kelompok konsumen muda yang aktif, kritis, dan banyak memperoleh informasi produk melalui media digital. Meskipun produk halal semakin mudah ditemukan dan sertifikasi halal semakin diperkuat melalui regulasi, niat beli konsumen muda terhadap produk halal tidak selalu terbentuk secara otomatis. Generasi Z cenderung mempertimbangkan berbagai faktor, seperti pemahaman terhadap konsep halal, keyakinan terhadap keaslian label halal, reputasi produk, rekomendasi media sosial, serta tingkat kepercayaan terhadap produsen. Penelitian ini menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Data primer dikumpulkan melalui kuesioner terstruktur kepada responden Generasi Z yang mengetahui atau pernah membeli produk halal. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa literasi halal, kesadaran halal, label halal, kepercayaan konsumen, dan pengaruh media sosial berpengaruh positif terhadap niat beli produk halal pada Generasi Z. Kepercayaan konsumen menjadi faktor yang paling dominan karena berkaitan dengan keyakinan bahwa produk yang dikonsumsi benar-benar memenuhi prinsip halal, aman, berkualitas, dan sesuai dengan nilai konsumen. Temuan ini menunjukkan bahwa strategi pemasaran produk halal tidak cukup hanya menampilkan label halal, tetapi juga perlu memperkuat edukasi, transparansi informasi, kredibilitas merek, dan komunikasi digital yang sesuai dengan karakteristik Generasi Z.

NIAT BELI PRODUK SANITASI MENSTRUASI ZERO-WASTE PADA GENERASI Z: PERAN PENGETAHUAN, KEPEDULIAN LINGKUNGAN, HIGIENITAS, DAN RISIKO Chitra Annisa Ramadhaningtyas; Chairiza Azmi
Journal of Management and Innovation Entrepreneurship (JMIE) Vol. 3 No. 4 (2026): Juli
Publisher : Yayasan Nuraini Ibrahim Mandiri

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Produk sanitasi menstruasi ramah lingkungan menjadi perhatian dalam kajian perilaku konsumen hijau karena berkaitan dengan pengurangan limbah sekali pakai, kesehatan perempuan, dan perubahan pola konsumsi Generasi Z. Penelitian ini bertujuan menganalisis pengaruh pengetahuan produk, kepedulian lingkungan, persepsi higienitas, dan persepsi risiko terhadap niat beli produk sanitasi menstruasi ramah lingkungan pada perempuan Generasi Z di Kota Medan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 120 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis dengan regresi linear berganda. Hasil penelitian menunjukkan bahwa pengetahuan produk berpengaruh positif dan signifikan terhadap niat beli (B = 0,274; Sig. = 0,000), kepedulian lingkungan berpengaruh positif dan signifikan (B = 0,226; Sig. = 0,003), dan persepsi higienitas berpengaruh positif dan signifikan (B = 0,313; Sig. = 0,000). Sebaliknya, persepsi risiko berpengaruh negatif dan signifikan terhadap niat beli (B = -0,181; Sig. = 0,012). Nilai R Square sebesar 0,565 menunjukkan bahwa model mampu menjelaskan 56,5% variasi niat beli, sedangkan uji simultan menunjukkan pengaruh yang signifikan (F = 37,400; Sig. = 0,000). Temuan ini menegaskan bahwa niat beli Generasi Z terhadap produk sanitasi menstruasi ramah lingkungan tidak cukup dijelaskan oleh kepedulian lingkungan, tetapi juga sangat ditentukan oleh pengetahuan produk, keyakinan terhadap higienitas, dan rendahnya risiko yang dirasakan.

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