<![CDATA[ABSTRACTThe purpose of this study were (1) to analyze the product attributes which considered necessary by the consumers of organic rice in Sukabumi Region, (2) to analyze the contribution of attitude toward behavior, subjective norms, and perceived behavioural control toward the intention to buy organic rice in Sukabumi Region, and (3) to formulate the managerial implication to improve the intention to buy organic rice in Kabupaten Sukabumi. The analyzed data on the 151 respondents were collected from four sub-districts in Sukabumi using convenience-sampling method. While analysis used were descriptive, cochran, and structural equation modelling. The result show that there were three attributes which were necessitated by the consumers in Sukabumi Region in buying organic rice, and there were big contributions from two constructs in forming the intention to buy organic rice in Sukabumi Region. Keywords: organic rice, consumer attittude, theory of planned behavior, structural equation modelling (SEM)ABSTRAKTujuan penelitian ini adalah (1) menganalisis atribut-atribut produk yang dipentingkan oleh konsumen terhadap beras organik di Kabupaten Sukabumi. (2) menganalisis kontribusi sikap terhadap perilaku pembelian beras organik (attitude toward behavior), norma subjektif (subjective norms), dan kontrol perilaku (perceived behavioral control) terhadap minat (intention) membeli beras organik di Kabupaten Sukabumi, (3) merumuskan implikasi manajerial yang dapat diambil dari hasil penelitian untuk meningkatkan minat membeli beras organik di Kabupaten Sukabumi. Analisis data dilakukan terhadap 151 responden yang dikumpulkan dari empat kecamatan di Kabupaten Sukabumi menggunakan metode convenience-sampling. Analisis yang digunakan adalah deskriptif, Cochran dan structural equation modelling. Hasil penelitian menunjukkan bahwa terdapat tiga atribut yang dipentingkan oleh konsumen di Kabupaten Sukabumi dalam membeli beras organik, serta kontribusi yang besar dari dua konstruk dalam membentuk minat membeli beras organik di Kabupaten Sukabumi. Kata kunci: beras organik, sikap konsumen, theory of planned behavior, structural equation modelling (SEM)]]>
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