Abstract
This study analyzes the factors that influence the buying intention of vegetables through e-commerce platforms in Jabodetabek through the variables of perceived ease of use, perceived usefulness, trust, attitude and satisfaction, formulates managerial implications and marketing strategies to increase consumer repurchase intention. This study involved 153 respondents who were selected by convenience sampling technique. Data were collected through questionnaires distributed online. The analysis used Structural Equation Modeling (SEM) with LISREL. The results showed that perceived ease of use had a significant effect on perceived usefulness, perceived usefulness and trust had a significant effect on attitude, attitude has a significant effect on satisfaction and satisfaction has a significant effect on repurchase intention. Managerial implications that can be carried out by vegetable entrepreneurs in e-commerce to increase repurchase intention are continuing to carry out strategies that can increase consumer trust and satisfaction. Keywords: repurchase intention, satisfaction, technology acceptance model, theory of reasoned action, vegetable e-commerce
Highlights
This study analyzes the factors that influence the buying intention of vegetables through e-commerce platforms in Jabodetabek through the variables of perceived ease of use, perceived usefulness, trust, attitude and satisfaction, formulates managerial implications and marketing strategies to increase consumer repurchase intention
Uji validitas dan reliabilitas kuesioner ini menggunakan jumlah responden sebanyak 66 orang yang pernah berbelanja sayuran secara online menggunakan e-commerce dengan individual seller untuk area di sekitar Jabodetabek
Australian Journal of Basic Applied Sciences 5(12):1125–1132
Summary
Penelitian dilaksanakan bulan Maret 2021 s/d Mei 2021. Pengumpulan data kuesioner dilakukan dari Maret sampai April 2021 kemudian dilakukan pengolahan data s/d Mei 2021. Uji validitas dan reliabilitas kuesioner ini menggunakan jumlah responden sebanyak 66 orang yang pernah berbelanja sayuran secara online menggunakan e-commerce dengan individual seller (contoh: Sayurbox, Tanihub, Tukangsayur.co, Keranjang Sayur, Brambang, Sayurbaba, Kedai Mart dll) untuk area di sekitar Jabodetabek. Yang dipergunakan dalam kegiatan meneliti ini yakni sejumlah 5% sehingga diperoleh nilai df = n-2 dimana n = 66 sehingga didapatkan df = 64 dan nilai r-tabel 0,242. Berdasarkan kegiatan meneliti yang dilaksanakan sebelumnya oleh Rachbini et al (2019) diketahui yakni persepsi kemudahan dalam penggunaan (perceived ease of use) berpengaruh positif secara signifikan terhadap persepsi kegunaan (perceived usefulness). Persepsi kemudahan penggunaan membawa pengaruh yang positif kepada persepsi kegunaannya dalam menggunakan e-commerce sayuran. Merujuk pada penjelasan dan teori di atas maka dapat dirumuskan hipotesis yakni: H1: Persepsi kemudahan penggunaan (perceived ease of use) berpengaruh terhadap persepsi kegunaan (perceived usefulness)
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