ANALISIS PERILAKU MASYARAKAT DALAM PENJUALAN LAHAN PERTANIAN DI DESA TANJUNG ANOM, KECAMATAN PANCUR BATU, KABUPATEN DELI SERDANG
Abstract
Desa Tanjung Anom memiliki visi besar sesuai dengan rencana pembangunan daerah Kabupaten Deli Serdang sebagai lumbung pangan untuk mendukung terwujudnya swasembada pangan masyarakat, belakangan ini mengalami perubahan alih fungsi lahan sehingga berpotensi untuk sulit mewujudkan desa swasembada pangan karena luas lahan perkebunan yang berkurang. Objek penelitian ini adalah menganalisis penjualan lahan pertanian dengam mengunakan metode regresi linear berganda. Nilai koefisien determinan (R Square) adalah sebesar 0,674. Artinya, Intention dapat dijelaskan oleh subjective norm, perceived behavior control dan attitude towards the behavior sebesar 67%, sedangkan 33% lagi dijelaskan oleh faktor lain. Nilai 0,67 berarti subjective norm, perceived behavior control dan attitude towards the behavior terhadap intention berkorelasi kuat karena 0,51<0,674<0,99. Faktor-faktor yang melatar belakangi masyarakat menjual lahan pertanian yaitu subjective norm melalui pengaruh kepala desa, keluarga, dan teman (tetangga). Perceived behavior control melalui sulit mudahnya proses penjualan lahan. Attitude towards the behavior melalui untung rugi yang dilihat dari harga.
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