Pengaruh Situasi New Normal terhadap Niat dan Perilaku Pembelian Sayuran melalui E-commerce Pertanian

Abstract

Tren peningkatan penetrasi internet di Indonesia dimanfaatkan masyarakat untuk melakukan transaksi bisnis secara daring melalui e-commerce pertanian. Situasi new normal di Indonesia tetap menjadi faktor penting keputusan pembelian sayuran secara online. E-commerce pertanian digunakan masyarakat untuk memenuhi kebutuhan sehari-hari dalam membeli produk sayuran. Penelitian ini bertujuan untuk menganalisis sikap, norma subjektif, kontrol perilaku, dan situasi new normal terhadap niat dan perilaku pembelian sayuran melalui e-commerce pertanian. Penelitian ini menggunakan data primer melalui penyebaran kuesioner secara daring dengan jumlah 130 responden. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif dan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa konsumen sayuran e-commerce pertanian adalah perempuan muda yang mandiri dan menyukai belanja sayuran di Sayurbox, HappyFresh, Segari, TukangSayur.id, dan Astro. Variabel sikap dan situasi berpengaruh signifikan terhadap niat pembelian sayuran dan kontrol perilaku berpengaruh signifikan secara langsung terhadap perilaku pembelian sayuran melalui e-commerce pertanian.

An increasing trend of increasing internet penetration which is used by the public to conduct business transaction through agricultural e-commerce. New normal situation in Indonesia remains an important factor in online purchasing decisions for vegetables. Agricultural e-commerce is used by the community to provide their daily needs in buying vegetable products. This study aims to analyze planned behavior attitudes, subjective norms, behavioral control, and situation on vegetable purchase intentions and behavior through agricultural e-commerce. This study uses primary data through online questionnaires with a total of 130 respondents. The method used in this research is descriptive analysis and Structural Equation Model-Partial Least Square (SEM-PLS). The results of this study indicate that consumers of vegetables through agricultural e-commerce is an independent young woman who loves shopping for vegetables at Sayurbox, HappyFresh, Segari, TukangSayur.id, and Astro. Attitude and situation variables have a significant effect on the intention to buy vegetables and behavioral control has a significant direct effect on the decision to buy vegetables through agricultural e-commerce.