Factors Influencing the Purchase Intention in Online Organic Fruit and Vegetable Stores

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FACTORS INFLUENCING THE PURCHASE INTENTION IN ONLINE

ORGANIC FRUIT AND VEGETABLE STORES

Nur Adhita Rahmawati

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, Arif Imam Suroso

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, and Arief Ramadhan

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Abstrak: Peningkatan produksi pertanian organik dan bertambahnya kesadaran masyarakat akan hidup sehat memberikan peluang dalam bidang perdagangan produk tersebut. Sementara itu, perkembangan teknologi informasi menghasilkan inovasi berupa perdagangan elektronik (e-commerce). Pada bidang agribisnis hal tersebut dikenal dengan istilah e-agribusiness. E-agribusiness memungkinkan kegiatan perdagangan bahan makanan organik dilakukan secara online melalui sebuah website. Akan tetapi, perdagangan bahan makanan organik secara online merupakan hal yang baru dan masih jarang dilakukan di Indonesia, oleh karena itu pihak manajemen perusahaan perlu membangun suatu strategi untuk meningkatkan konsumen dan bertahan dalam industri. Tujuan dari penelitian ini adalah menganalisis faktor-faktor yang mempengaruhi minat pembelian pada toko sayur mayur organik online berdasarkan perspektif teknologi dan perilaku konsumen. Metode yang digunakan dalam penelitian yaitu WebQual dan Theory of Planned Behavior (TPB). Penelitian dilakukan terhadap salah satu e-agribusiness di Indonesia yaitu Sayur Box. Pengumpulan data dilakukan dengan face-to-face survey terhadap 113 responden. Model penelitian diuji menggunakan PLS-SEM. Hasil analisis menunjukkan bahwa minat pembelian online dipengaruhi oleh sikap dan persepsi kontrol perilaku konsumen. Seluruh instrumen WebQual yang digunakan dalam penelitian mempengaruhi kepuasan pengguna terhadap website kecuali variabel kegunaan. Kepuasan pengguna terhadap website memiliki pengaruh tidak langsung terhadap minat pembelian online melalui variabel sikap. Kata kunci: e-agribusiness, minat pembelian online, structural equation modeling, theory of

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CONCLUSIONS AND RECOMMENDATIONS

Conclusions

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References

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