Frozen Food Consumer’s Purchase Intentions and Decisions Through E-Commerce in The Greater Jakarta Ragion

Maryanti Sitohang,Suprehatin Suprehatin,Andriyono Kilat Adhi

doi:10.17358/jma.18.3.275

Maryanti Sitohang, Suprehatin Suprehatin + Show 1 more

Open Access

https://doi.org/10.17358/jma.18.3.275

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Abstract

The rise of e-commerce provides consumers more opportunities to purchase agricultural and food products including frozen food. This study aims is to examine the effects of different factors on consumers’ intention and decision on purchasing frozen food through e-commerce based on theory of planned behavior (TPB) and technology acceptance model (TAM). This study used the primary data from online survey of 200 respondents in Greater Jakarta who purchased frozen food through e-commerce. Data were analyzed using partial least squares-structural equation modelling (PLS-SEM). The results showed that perceived usefulness and perceived ease of use e-commerce have a positive influence on attitudes. Then attitudes, subjective norms, and behavior control had a significant positive effect on purchase intention. The results also confirmed that consumers’ purchasing decisions on frozen food affecting by their purchase intention. Keywords: : e-commerce, frozen food, purchase intention, TAM, TPB

Highlights

Electronic commerce (e-commerce) continues to grow in Indonesia
The majority of respondents lived in Jakarta (45%), were not married yet (70%), having a bachelor’s degree (71%), and working in private companies (29.5%) (Table 1). The majority of those shopping for frozen food through e-commerce had a monthly income of IDR 3,000,000 IDR 5,000,000, followed by respondents with a monthly income of IDR 5,000,000 - IDR 10,000,000
This shows that the purchase of frozen food through e-commerce was carried out by upper-middle consumers

Summary

Introduction

Electronic commerce (e-commerce) continues to grow in Indonesia. The e-commerce market in Indonesia is the largest in Southeast Asia where about 90 percent of internet users in Indonesia have shopped online (Sirclo.com, 2020). The products offered by e-commerce are increasingly diverse, from fashion products, cosmetics, medicines, electronics, travel services, and household appliances to food and agricultural products. Based on the 2020 e-commerce statistics, food, beverages and groceries are the most sold products in 2019, reaching 30.95 percent of the total businesses that are sampled for e-commerce (BPS, 2020). One of the food products that are widely sold through e-commerce is frozen food, processed semi-cooked food that is packaged and frozen with the aim of preserving food until it is ready to eat with long enough storage in the freezer (Tressler, 1957)

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