FAKTOR - FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SAYUR DAN BUAH DI RITEL ONLINE (Suatu Kasus pada Konsumen Ritel Online di Jakarta)

Ishfihana Rakasyifa, Gema Wibawa Mukti

Abstract


Developments in industrial revolution 4.0 era occurred in various sectors, including in agricultural sector. This encourages the growth of online retailers to sell farmers' crops such as vegetables and fruit. Consumers who initially shop at traditional or modern retail start shopping for vegetables and fruit at online retail. This change is influenced by changes in consumer purchasing behavior. Therefore this study aims to determine: 1) Factors that influence consumer purchasing decisions in shopping for vegetables and fruit in online retail. 2) The influence of these factors on the decision to buy vegetables and fruit in online retail. The method used in this study is a survey per consumer, respondents were taken using non-probability sampling techniques. The total sample population in this study was calculated using the Slovin formula. The results showed that. 1. Overall these factors have a significant contribution and influence, partially (separately) factors that significantly influence the psychological factors and personal factors, while social and cultural factors have no significant effect. 2. Simultaneously (together), psychological, personal, social and cultural factors can explain 54.4% of the decision to purchase vegetables and fruit in online retail.


Keywords


Ritel Online, Keputusan Pembelian, Jakarta

References


Adiyanto, Reza, Ujang Sumarwan, dan Imam Teguh Sptono. 2017. Consumer Behavior Analysis in Choosing Conventional or Sharia Mortgage Product in Indonesia. Asian Social Science; Vol. 13, No. 8; 2017

A.Muri Yusuf. 2014. Metodologi Penelitian Kuantitatif, Kualitatif dan Penelitian Gabungan. Jakarta: Prenadamedia Group.

Arikunto, Suharsimi, 2002. Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta. PT. Rineka Cipta

Asosiasi Pengguna Jasa Internet Indonesia. (2017). Laporan Survei Teknopreneur Indonesia dan Asosiasi Penyelenggara Jasa Internet Indonesia

Ayunita Nugrahaeni, D. , 2018, Modul Uji Validitas dan Reliabilitas, Universitas Diponegoro

Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3), 243. https://doi.org/10.2307/4132332

Blomqvist A., Frida Lennartsson, Louise Nyman, 2015, Consumer Attitudes Towards Online Grocery Shopping, Jonkoping International Busines School.

Budi Puspitasari, N., Nugroho W P, S., Nilan Amyhorsea, D., & Susanty, A. (2018). Consumer’s Buying Decision-Making Process in E-Commerce. E3S Web of Conferences, 31(September 2016), 11003. https://doi.org/10.1051/e3sconf/20183111003

Burhan, Bungin. 2005. Metodelogi Penelitian Kuantitatif : Komunikasi, Ekonomi, dan Kebijakan Publik Serta Ilmu-Ilmu Sosial Lainnya. Kencana Prenada Media Group. Jakarta

Gusti Bagus I. , 2011, Peran Agroindustri dalam Pembangunan Pertanian, Singhadwala Edisi 44

Hanus Gabriela, 2016, Consumer Behaviour During Online Grocery Shopping, CBU International Conference on Innovation Science and Education.

Harlan, Johan., 2018, Analisis Regresi Linear, Jakarta: Penerbit Gunadarma

Idrus Muhammad, 2009, Metode Penelitian Ilmu Sosial Pendekatan Kualitatif dan Kuantitatif, Jakarta: Erlangga

Indah, K. , Mandala, K. 2015. Pengaruh Faktor Budaya, Sosial, Pribadi, Psikologis, dan Bauran Pemasaran Terhadap Keputusan Pembelian Kebaya Bordir pada Jegeg Ayu Boutique di Kuta, E-Jurnal Manajemen Universitas Udayana Vol. 4, No. 11, 2015: 3619 – 3645

Khaniwale Manali, 2015, Consumer Buying Behavior, International Journal of Innovation and Scientific Research Vol. 14 No. 2 Apr. 2015

Kotler, Philip, K. L. keller. (2016). Marketing Management Global Edition15th Edition. (Vol. 15E). https://doi.org/10.1080/08911760903022556

Kotler, P., & Armstrong, G. (2017). Kotler_and_Armstrong_-_Principles_of_Marketing. 17th Edition

Lamb, Charles W., Joseph F. Hair, & Carl McDaniel (2011), Marketing, South-Western Cengage Learning, Mason-USA

Levy, Michael, Barton A. Weitz. 2004. Retailing Management. Singapur:Mc-Graw Hill.

MIKTI (2018), Mapping dan Database Startup Indonesia 2018

Nurfiatiasari S., Atik Aprianingsih, 2017, A Pilot Study of Technology Adoption: An Analysis of Consumers’ Preference on Future Online Grocery Service, The Asian Journal of Technology Management Vol. 10 No. 2 (2017): 74-89

Pierce, Jon L., T. Kostova, Kurt Dirks, 2003, The State of Psychological Ownership: Integrating and Extending a Century of Research

Ramadani Yalanda, Regina, 2019, Pengaruh Direct Marketing Terhadap Keputusan Pembelian Kopi Arabika Malabar Mountain Coffee

R. Kavitha, 2017, A Study on Consumers acuity towards online grocery shopping, IJCRT | Volume 5, Issue 4 December 2017

Singgih Santoso, 2010, Statistic Multivariat, Jakarta: Elex Media Komputindo

Singarimbun, Masri dan Sofian Effendi, 2006, Metode Penelitian Survei ( Editor ), LP3ES, Jakarta

Sudjana, Nana. 2004. Penilaian Hasil Proses Belajar Mengajar. Bandung: Remaja Rosdakarya.

Sugiyono, 2009, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung : Alfabeta

Tetra Pax Index, 2019, Tetra Pak Indo Online Report

Vries, P. (2018). Escaping poverty . The origins of modern economic growth , 516 pages.

Wigand, Rolf T., 1997, Electronic Commerce: Definition, Theory, and Context

Yusuf Muri, 2013, Metode Penelitian Kuantitatif, Kualitatif, dan Penelitian Gabungan, Jakarta: Prenada Media




DOI: http://dx.doi.org/10.25157/ma.v6i1.3141

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

____________________________________________________________________________

Fakultas Pertanian Universitas Galuh

Jl. RE Martadinata No. 150 Ciamis 46274

Telepon: (0265) 2754011, Fax: (0265) 776787

Email: mimbaragribisnis@unigal.ac.id; mimbaragribisnis@gmail.com

Lisensi Creative Commons

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis is licensed under a Creative Commons Atribution ShareAlike 4.0 Internasional License

____________________________________________________________________________

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis diindeks oleh: