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Factors influencing buying decisions on fruit and vegetables through E-commerce in Indonesia

Author

Listed:
  • Febri Arifatul Fadhila

    (East Java "VETERAN" National Development University)

  • Mubarokah

    (East Java "VETERAN" National Development University)

  • Nuriah Yuliati

    (East Java "VETERAN" National Development University)

Abstract

This study aims to analyze the factors that influence purchasing decisions in e-commerce, namely price, distribution, product, and promotion. The object of research is KitaBeli e-commerce users in Malang City with a sample of 189 people with purposive sampling technique aged 18-35 years. The data analysis technique used multiple linear regression with classical assumptions and partial and simultaneous tests using the E-Views 9 application. The results showed that price, distribution, product, and price had a partial and simultaneous significant effect on buying decisions Key Words:Price, Distribution, Product, Promotion, Buying Decision, E-Commerce

Suggested Citation

  • Febri Arifatul Fadhila & Mubarokah & Nuriah Yuliati, 2023. "Factors influencing buying decisions on fruit and vegetables through E-commerce in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(2), pages 30-39, March.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:2:p:30-39
    DOI: 10.20525/ijrbs.v12i2.2349
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    References listed on IDEAS

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    1. Alina Butu & Ioan Sebastian Brumă & Lucian Tanasă & Steliana Rodino & Codrin Dinu Vasiliu & Sebastian Doboș & Marian Butu, 2020. "The Impact of COVID-19 Crisis upon the Consumer Buying Behavior of Fresh Vegetables Directly from Local Producers. Case Study: The Quarantined Area of Suceava County, Romania," IJERPH, MDPI, vol. 17(15), pages 1-25, July.
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