Abstract
This study examines the transformation of agricultural chemical product marketing in exploring e-commerce potential. Rapid technological advancements provide new opportunities in product marketing, including agricultural chemicals. A significant number of farmers still do not use the internet, leading to uncertainty among chemical companies about whether digitalization can sustain their business. The purpose of this study is to determine the influence of Perceived Ease of Use, Perceived Behavioral Control, Perceived Usefulness, Subjective Norms, and Digital Literacy on purchase intention. The research employs a quantitative method with data collection conducted through questionnaires distributed to 100 respondents who work as farmers and have made online purchases of agricultural chemicals. The research data is analyzed using SmartPLS. The results indicate that Perceived Ease of Use and Digital Literacy have a positive influence on purchase intention, while Perceived Behavioral Control, Perceived Usefulness, and Subjective Norms do not have an impact on purchase intention.
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