<![CDATA[In its development, the Pinang commodity is a leading regional commodity in Jambi Province in general, and Tanjabtim and Tanjabbar districts in particular. Tanjung Jabung Timur and Tanjung Jabung Barat districts are the largest and best producers of Pinang commodities in Jambi Province. This makes Pinang one of the leading export products of the district. So that Pinang is widely used by the community as a source of livelihood both in the form of buying and selling businesses and field investments. As a leading commodity, the business behavior and business performance of Pinang farmers are needed to develop this Pinang business or business in the future. Research on the business behavior and business performance of Pinang farmers has never been studied before. This study has the ultimate goal of formulating a Model of Business Behavior and Business Performance of Pinang Farmers in Tanjung Jabung Timur and Tanjung Jabung Barat Districts. This study applies a combination research (mixed method) with the Sequential Exploratory Design type, namely the initial stage using qualitative research with NVivo software, then the second stage using quantitative research with SmartPLS software. The results of this study conclude that Pinang farmers consist of: hereditary pinang farmers and "new" pinang farmers. The performance of the areca nut farmer business is highly dependent on the collectors and/or areca nut entrepreneurs and areca nut exporters. This is because the purchase price of areca nuts from areca nut farmers is determined by the collectors, areca nut entrepreneurs and areca nut exporters. Meanwhile, other things can be concluded as follows: 1.) The purchasing behavior of areca nut buyers is unable to strengthen or weaken the business behavior of areca nut farmers. 2.) The higher the business behavior of areca nut farmers, the higher the business performance will be. 3.) This means that the higher the purchasing behavior of areca nut buyers, the higher the business performance will be]]>
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