Abstract
<p class="normal">One of the Indonesia government’s policies in an effort to increase production and productivity of agricultural commodities is providing subsidized fertilizer for farmers. Currently, the government implements the farmer card program as an effort to facilitate farmers in purchasing subsidized fertilizers. This program will be implemented simultaneously in 2020, but in 2018 there are some areas that already implemented the farmer card system as a trial area. This study aims to analyze the farmer intention in term of using a farmers card in Rancaekek. The analysis used is Theory of Planned Behavior (TPB), statistical analysis, and structural equation modeling (SEM). The research design used cross-sectional study. The sampling method used probability sampling - simple random sampling. 100 farmers were interviewed in sub-district Rancaekek from 1492 farmers.</p><p class="normal">Based on the statistical analysis using SEM showed that attitude toward behavior, subjective norm, and perceived behavioral control are significant and have positive effects on the intention of using farmers card. So that, the higher farmers attitude toward behavior, subjective norm, and perceived behavioral control, the higher the farmer intention of using farmer card. All of the variable Theory of Planned Behavior is a determinant factor in influencing the intention of using the farmer card. Attitude toward behavior has the largest influence on farmers intention of using farmer card and subjective norm has the smallest influence in farmers intention of using farmer card.</p>
Highlights
The agricultural sector plays an important role in food security, even food sovereignty
The result of the analysis shows that attitude toward behavior has a positive influence on intention with original sample value of 0.346, which means the higher of the attitude to the behavior in using farmer card will resulted to the increase of the intention in using farmer card
The result of this research found that attitude toward behavior, subjective norm, and perceived behavioral control have significant positive effects to intention of using farmer card
Summary
The agricultural sector plays an important role in food security, even food sovereignty. One of Indonesia's strategic agricultural products that become the main commodity of national food security is rice. Rice is the main food source of the majority of Indonesia's population, Indonesian farmers need to pay attention to the quality and quantity of rice produced to meet the needs of the population. Based on Central Bureau of Statistics Indonesia (BPS) (2016) rice production in 2015 was approximately 75,36 million tons of dried unhulled grain (GKG). Annual rice production must meet the needs of 255.182.144 Indonesians (BPS, 2015). Sholihah & Djamaludin / Journal of Consumer Scineces, 2018, Vol 03, No 02
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