DOI: https://doi.org/10.14710/agrisocionomics.v9i2.25166

Repurchase Intention of Dried Fruit Chips: An Application of the Extended Theory Of Planned Behaviour

*Juli Winando Lumban Toruan  -  Magister Sains Agribisnis, IPB University, Indonesia
Suharno Suharno  -  Departement of Agribusiness, Faculty of Economic and Management, IPB University Jl. Kamper Wing 4 Level 5, IPB Dramaga Campus, Bogor 16680, Indonesia., Indonesia
Yusalina Yusalina  -  Departement of Agribusiness, Faculty of Economic and Management, IPB University Jl. Kamper Wing 4 Level 5, IPB Dramaga Campus, Bogor 16680, Indonesia., Indonesia
Open Access Copyright 2025 Agrisocionomics: Jurnal Sosial Ekonomi Pertanian under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract

Perkembangan industri pangan di Indonesia, khususnya keripik buah kering Kota Batu, menunjukkan potensi yang besar dalam memenuhi permintaan konsumen. Harga, merek, rasa, dan kesehatan merupakan beberapa variabel yang akan dimasukkan ke dalam minat beli ulang keripik buah kering dalam rangka pengujian Extended Theory of Planned Behavior (E-TPB). Sebanyak 183 orang mengikuti survei berani yang menggunakan analisis SEM-PLS SmartPLS 3. Hasil penelitian menunjukkan bahwa minat beli ulang tidak dipengaruhi secara signifikan oleh semua variabel yang dihipotesiskan. Variabel yang diteliti adalah norma subjektif, persepsi kendali perilaku, dan sikap terhadap perilaku, serta merek dan persepsi kesehatan, terbukti berpengaruh signifikan. Namun rasa dan harga tidak menunjukkan pengaruh yang signifikan. Penelitian ini menyimpulkan bahwa perluasan TPB dapat memberikan wawasan baru dalam memahami perilaku konsumen, yang dapat membantu pelaku industri menyusun strategi pemasaran yang efektif untuk meningkatkan penjualan keripik buah kering khas Kota Batu.

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Keywords: E-TPB;Dried Fruit Chips;Repurchase intention

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