https://ejournal.utp.ac.id/index.php/JRUCS <p align="justify"><strong>The Journal of Rural and Urban Community Studies (JRUCS)</strong> serves as a platform for scholars, academics, and students to disseminate their research findings and perspectives across various disciplines. Released biannually in <strong>February</strong> and <strong>August</strong>, <strong>JRUCS</strong> covers a wide range of topics including the socioeconomic impacts of agribusiness on rural and urban communities, sustainable agriculture practices, entrepreneurship in agribusiness, technological advancements in agriculture, policy interventions, social innovations, market linkages, community development, rural and urban sociology dynamics, and strategies for sustainable agriculture extension. Through its diverse coverage, <strong>JRUCS</strong> aims to address the challenges and opportunities arising from rural-urban interactions while promoting sustainable community development in the agricultural sector.</p> Agribusiness Department, Agriculture Faculty, Tunas Pembangunan University, Surakarta, Indonesia en-US Journal of Rural and Urban Community Studies 3025-5090 https://ejournal.utp.ac.id/index.php/JRUCS/article/view/6311 <p>The development of technology has encouraged Indonesian consumers to increasingly use e-commerce platforms to purchase their daily necessities. This study aims to analyze the effect of knowledge, attitudes, subjective norms, and perceived behavioral control on consumers’ intention to shop online through e-commerce. This research applied a causal-comparative approach. The study was conducted in Greater Jakarta (Jabodetabek), Semarang, Yogyakarta, and Solo Raya. A total of 100 respondents were selected using a non-probability sampling method, specifically purposive sampling. Data were collected through interviews using structured questionnaires. The research instruments were tested, and the data were analyzed using SmartPLS 3 software with the Structural Equation Modeling (SEM) method. The results show that knowledge has a significant effect on consumers’ attitudes toward online shopping through e-commerce platforms.</p> Selvia Putri Anggraini Suswadi Kusriani Prasetyowati Adhisty Puri Damayanti Copyright (c) 2026 Journal of Rural and Urban Community Studies 2026-02-26 2026-02-26 4 1 1 8 10.36728/jrucs.v4i1.6311 https://ejournal.utp.ac.id/index.php/JRUCS/article/view/6328 <p>Citrus fruit is one of the fruits favored by the people of Indonesia because this fruit is easy to find anywhere and anytime and can be consumed by various circles of society, both the upper, middle and lower classes. Tangerine (<em>Citrus reticulata</em>) is one of the Citrus that lives in tropical and subtropical regions.This study aims to examine the attributes of tangerines that are consumer preferences in the traditional market of Surakarta City and examine the attributes of tangerines that are most considered by consumers in the decision to buy tangerines in the traditional market of Surakarta City. The method of determining the location uses a purposive method and the sampling method is carried out by accidental sampling, the determination of the number of respondents in each traditional market is determined proportionally to the number of respondents as many as 50 respondents. The data analysis method used is chi square analysis and multi-attribute Fishbein. The results of this study indicate that the tangerines that are consumer preferences in the traditional market of Surakarta City are tangerines that have a sweet taste, medium fruit prices (20,000-24,900), orange skin color and have medium fruit sizes (8-9 pieces/year). kg). The attribute of tangerines that is most considered in the decision to buy tangerines in the traditional market of Surakarta City is the attribute of sweetness. The order of attributes from the most considered to the least considered is fruit taste, fruit price, fruit skin color, and fruit size.</p> Lia Maharani Mahananto Kusriani Prasetyowati Adhisty Puri Damayanti Copyright (c) 2026 Journal of Rural and Urban Community Studies 2026-02-26 2026-02-26 4 1 9 17 10.36728/jrucs.v4i1.6328