Motivasi dan Persepsi Petani Kentang Dataran Tinggi Dieng terhadap Pestisida Organik serta Analisisnya berdasarkan Theory of Planned Behavior

Abstract

Potato farmers as consumer of organic pesticide has consumer characteristic such as motivation, perception, and intention to buy. Intention is a good predictor of a behavior based on Theory of Planned Behavior (TPB). This research’s purposes were to analyze relationship between motivation and perception with purchase intention, and testing TPB model of organic pesticide. This research used crosssectional design and involved 100 samples of potato farmers in Dieng Plateau that were collected conveniently. The results showed that safety was the primary motivation, perception of potato farmers in Dieng Plateau toward organic pesticide categorized as middle, attitudes toward behavior (ATB) categorized as low, subjective norms (SN) categorized as middle, perceived behavior control (PBC) categorized as low, and purchase intention categorized as middle. Pearson’s correlation test showed significant correlation between motivation and perception with purchase intention. Structural Equation Modeling analysis result showed that only PBC had influence (γ=0,65; t-value>1,96) toward purchase intention on TPB model