Niat dan Keputusan Pembelian Buah dan Sayur melalui E-Commerce: Pengembangan Theory of Planned Behavior

Abstract

Tren pemanfaatan akses internet di Indonesia mengalami peningkatan yang signifikan, termasuk dalam perdagangan elektronik. Pandemi COVID-19 di Indonesia berdampak pada perubahan perilaku konsumen dalam berbelanja dari konvensional menjadi online yang terus meningkat. Perubahan perilaku tersebut untuk mengurangi aktivitas fisik di luar rumah dan memudahkan konsumen dalam belanja. Penelitian ini bertujuan untuk menganalisis pengaruh sikap, norma subjektif, kontrol perilaku, kepercayaan, dan situasi pandemi COVID-19 terhadap keputusan pembelian buah dan sayur melalui e-commerce. Penelitian ini menggunakan data primer yang diperoleh dari 190 responden dengan metode purposive sampling. Data dianalisis menggunakan metode analisis deskriptif dan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa variabel kontrol perilaku dan situasi pandemi COVID-19 memiliki pengaruh yang positif dan signifikan terhadap niat dan keputusan pembelian buah dan sayur melalui e-commerce saat pandemi COVID-19.

The trend of internet access in Indonesia has experienced a significant increase, including in electronic commerce. The COVID-19 pandemic in Indonesia has an impact on changing consumer behavior in shopping from conventional to online which continues to increase. These behavioral changes can reduce physical activity outside the home and make it easier for consumers to shop. This study aims to analyze the effect of attitudes, subjective norms, behavioral control, beliefs, and the COVID-19 pandemic situation on fruit and vegetable purchasing decisions trough e-commerce. This study uses primary data obtained from 190 respondents with a purposive sampling method. Data were analyzed using descriptive analysis methods and Structural Equation Model-Partial Least Square (SEM-PLS). The results showed that behavioral control variable and the COVID-19 pandemic situation had a positive and significant influence on intentions and decisions to purchase fruit and vegetables through e-commerce during the COVID-19 pandemic.