Abstract

Kelud pineapple is a leading horticultural commodity cultivated on the slopes of Mount Kelud in Kediri City. However, its penetration into urban markets remains limited. This study aims to identify consumer characteristics and analyze the factors influencing purchase intention toward Kelud pineapple in Kediri City. A quantitative approach with a cross-sectional survey design was employed with 200 respondents selected using purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) based on an Extended Theory of Planned Behavior (TPB) model. The results show that attitude toward behavior, subjective norm, perceived behavioral control, concern for local products, and marketing promotion significantly influence purchase intention toward Kelud pineapple, with an R² value of 0.561. Attitude toward behavior is the most dominant factor ( = 0.287), followed by marketing promotion ( = 0.241). These findings provide strategic implications for developing the marketing of leading local agricultural commodities.

Keywords: Kelud pineapple; purchase intention; Theory of Planned Behavior

References

Ayu, R. S., Krisnamurthi, B., et al. (2024). Analysis of Fresh Noodle Purchase Decisions by Young Consumers in Bogor City. Journal of Indonesian Agribusiness, 12(2), 345–358. https://doi.org/10.29244/jai.2024.12.2.345-358

Cao, Y., and Miao, L. (2021). Consumer responses to suboptimal food products. Appetite, 163, 105205. https://doi.org/10.1016/j.appet.2021.105205

Hair, J. F. (2021). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Mahmud, S. S. O., Pambudy, R., et al. (2024). Consumer Preferences Toward External Attributes of Organic Rice Products in Yogyakarta. Journal of Indonesian Agribusiness, 12(2), 370–379. https://doi.org/10.29244/jai.2024.12.2.370-379

Prasetyo, A., and Ahmadi, M. A. (2024). The Effect of Social Media Marketing Activities on Purchase Intentions: The Mediating Role of Brand Image and Brand Trust. Culture Education and Technology Research (CETERA), 1(3), 43–55. https://doi.org/10.31004/ctr.v1i3.68

Purba, W. P., Johanes, Simbolon, P., et al. (2023). The Effect of Social Media Networking Marketing and Consumer Engagement on Consumer Purchase Intentions. Management: Journal of Economics, 5(2), 112–128. https://doi.org/10.36985/p8sx0k76

Putri, R. R., Nurmalina, R., et al. (2024). Purchase Decisions and Consumer Satisfaction with Local Rimau Gerga Lebong Oranges on Sumatra Island. Journal of Indonesian Agribusiness, 12(2), 330–344. https://doi.org/10.29244/jai.2024.12.2.330-344

Rieger, J., Freund, F., et al. (2023). From fork to farm: Impacts of more sustainable diets in the EU‐27 on the agricultural sector. Journal of Agricultural Economics, 74(3), 764–784. https://doi.org/10.1111/1477-9552.12530

Saputra, J., Ardhana, V. Y. P., et al. (2022). Social Media Communication and Its Impact on Consumer Purchase Intentions. SainsTech Innovation Journal, 5(1), 192–200. https://doi.org/10.37824/sij.v5i1.2022.353

Sirait, S. F., Suprehatin, et al. (2025). Consumer Purchase Intentions Toward Suboptimal Fruits in Bogor City Supermarkets. Journal of Indonesian Agribusiness, 13(2), 452–463. https://doi.org/10.29244/jai.2025.13.2.452-463

Sugiyono. (2022). Quantitative, qualitative, and R&D research methods (Latest Edition). Alfabeta.

Sunaryanti, D. P., Pranata, I. G., et al. (2025). Analysis of Consumer Purchase Intentions Toward Organic Vegetables in Indonesia (Integration of Planned Behavior Theory and Consumption Value Theory). JIA (Scientific Journal of Agribusiness): Journal of Agribusiness and Agricultural Socio-Economic Sciences, 10(1), 81–92. https://doi.org/10.37149/jia.v10i1.1780

Utami, D. N., Trimo, L., et al. (2023). The Influence of Brand Trust, Brand Image, and Promotion on Decisions to Choose Online Fruit and Vegetable Purchase Platforms. Journal of Indonesian Agribusiness, 11(1), 64–74.