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Determinants of Purchasing Intention of Agricultural Products via E-commerce Platforms in Jakarta, Indonesia

Author

Listed:
  • Aulia, Rahman Rifqy
  • Saili, Abdul Rahman
  • Fatah, Fazleen Abdul
  • Mohd Noor, Wan Noranida Wan
  • Kamarulzaman, Nur Badriyah
  • Bayuny, Ahmad Fadlur Rahman
  • Santoso, Dwi Budi
  • Pangestuty, Farah Wulandari
  • Prasetyia, Ferry
  • Ghofar, Abdul

Abstract

The emergence of the internet as a global phenomenon is swiftly reshaping consumers' shopping habits and the process of purchasing goods and services. Consumers now have access to a wide array of products and services, especially with the aid of e-commerce. Additionally, companies can analyse consumer behaviour and gain a deeper understanding of their habits with the assistance of e-commerce or social media. The objective of this research is to ascertain the factors that impact consumers' intention to buy agricultural products. In April 2022, we performed an online consumer survey among 200 internet shoppers in Jakarta, Indonesia. The data was then analyzed using the WarpPLS software and Structural Equation Modeling (SEM). Our research showed that among the respondents, women, with an average age of 20–25 accounted for nearly 60% of respondents who purchased agricultural produce online in Jakarta. Moreover, SEM-PLS method revealed that the following factors had highly significant effects on consumers' purchasing intention to buy agricultural products in Indonesia: consumer behavior, subjective norms, demographic variables, time savings, and convenience. In light of these findings, it offers valuable technical and practical implications for agribusiness management and policymakers.

Suggested Citation

  • Aulia, Rahman Rifqy & Saili, Abdul Rahman & Fatah, Fazleen Abdul & Mohd Noor, Wan Noranida Wan & Kamarulzaman, Nur Badriyah & Bayuny, Ahmad Fadlur Rahman & Santoso, Dwi Budi & Pangestuty, Farah Wuland, 2024. "Determinants of Purchasing Intention of Agricultural Products via E-commerce Platforms in Jakarta, Indonesia," Research on World Agricultural Economy, Nan Yang Academy of Sciences Pte Ltd (NASS), vol. 5(2), May.
    • Handle: RePEc:ags:reowae:343135
    DOI: 10.22004/ag.econ.343135
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    References listed on IDEAS

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