Faktor-Faktor Yang Memengaruhi Minat Beli Pangan Organik Melalui Situs Online

Sari, Hasrini; Setiaboedhi, Aditya Parama

doi:10.17358/jma.14.1.54

Cited by 9 publications

(7 citation statements)

References 11 publications

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“…One of the government programs in agriculture is the program of 1,000 organic farming villages. The program increases organic agricultural production, in line with the increasing global organic market reaching 20% per year (Sari and Setiaboedhi, 2017). Community interest in organic agricultural products is influenced by trends in healthy lifestyles, especially in big cities that begin to understand the negative effects of using chemicals on agricultural products (Marsyaf, 2017).…”

Section: Introductionmentioning

confidence: 99%

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

Rahmawati

Suroso

Ramadhan

2018

JMA

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The increasing number of organic agricultural production and public awareness toward healthy living provide the opportunities in trading for the products itself. Meanwhile, the development of information technology produces innovation such as electronic commerce (e-commerce), and in agribusiness, it is known as e-agribusiness. E-agribusiness allows organic groceries trade activities to be conducted online through a website. However, that is a new and rare activity in Indonesia, therefore the management of company needs to develop the strategy to enhance the customers and survive in the industry. The purpose of this study is to analyze the factors influencing organic fruit and vegetable purchase intention through a website based on technology perspective and consumer behavior. WebQual and Theory of Planned Behavior (TPB) were used in this study. This study was conducted on website of Sayur Box, one of e-agribusiness in Indonesia. Face-to-face survey technique was used to collect the data from 113 respondents. PLS-SEM was used for data analysis. The result shows that online purchase intention is affected by attitude and perceived behavioral control. All of WebQual's instruments that used in this study affect user satisfaction toward the website except for the usefulness variable. User satisfaction toward the website has an indirect effect on online purchase intention through attitude variable. Keywords: e-agribusiness, online purchase intention, structural equation modeling, theory of planned behavior, website quality 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 ...

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Section: Introductionmentioning

confidence: 99%

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

Rahmawati

Suroso

Ramadhan

2018

JMA

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“…Another finding suggests that the appropriate message framing decision is important as it is found that consumer perception of perceived quality of the market offering will determine whether or not consumers develop intention to purchase (Wang, 2013). As postulated by Sari and Setiaboedhi (2017), when consumers trust the quality of the food product, they are more likely to form purchase intention. Moreover, when food product is labelled with appropriate framing, favorable consumer attitude toward the product is formed.…”

Section: Resultsmentioning

confidence: 99%

Comparing the Effectiveness of Information Framing Strategy on Utilitarian and Hedonic Food Product Packaging

Kusumasondjaja

2018

JMA

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The increasing adoption of framing strategy among food marketers and advertisers generates inquiries about the effectiveness of the strategy. Product messages with different framing strategy are expected to stimulate different consumer responses. This research investigates the difference of consumer attitude and purchase intention towards the framed product when consumers are exposed to food labels with different types of food product (hedonic vs utilitarian) using different framing strategy (positive vs negative). A lab experimental design was prepared involving 160 participants. Chocolate was examined to represent hedonic product while packaged milk was used as utilitarian product. Data were analyzed using ANOVA and multiple linear regression. Findings suggested that the effectiveness of framing strategy was moderated by product type. Positive framing was found to be more effective for hedonic food products, while for utilitarian food product, it was more favorable to adopt negative framing.

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“…Penelitian terkait pembelian secara online sebelumnya pernah dilakukan sebelumnya oleh (Zuroni & Goh, 2012); (Marhamah et al, 2016); (Octaviani & Sudrajat, 2016); (Lim et al, 2016); (Sari & Setiaboedhi, 2017); (Harahap, 2018); dan (Khanna et al, 2020). Fokus penelitian-penelitian tersebut lebih mengarah pada pembelian online pada masa sebelum pandemic Covid-19 pada kasus pembelian berbagai produk.…”

Section: Pendahuluanunclassified

Pembelian Pangan Melalui Pemanfaatan Sistem Online Pada Masyarakat Urban Di Masa Pandemi Covid-19

Pertiwi

2021

Jurnal Sosial Ekonomi Pertanian

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The Covid-19 pandemic has had a major impact on the people's economy, even in matters of meeting daily food needs. Urban communities are required to limit their activities to leave their homes, keep their distance from other people, and avoid crowds during the pandemic period as recommended by government health protocols. Food is one of the basic needs that must be fulfilled every day by the community. The online food purchasing system is an alternative solution to this problem. Then an analysis of the factors that influence urban communities to purchase food online during the pandemic is carried out. The research was conducted in Malang City, East Java Province in June-September 2020. The research approach used was quantitative with a survey method using an online questionnaire. The samples were determined using a convenience sampling technique with 100 respondents who purchased food online during the pandemic. The results showed that psychology and perception variables had a significant and positive effect, while social variables had a significant and negative effect on online food purchases during the Covid-19 pandemic.

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Faktor-Faktor Yang Memengaruhi Minat Beli Pangan Organik Melalui Situs Online

Cited by 9 publications

References 11 publications

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

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

Comparing the Effectiveness of Information Framing Strategy on Utilitarian and Hedonic Food Product Packaging

Pembelian Pangan Melalui Pemanfaatan Sistem Online Pada Masyarakat Urban Di Masa Pandemi Covid-19

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