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Analisis Pengambilan Keputusan Konsumen dalam Pembelian Sayur Online di Kota Pontianak

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 8 No. 4 (2023) · pp. 353–361

DOI
10.37149/jia.v8i4.663
ISSN
2527-273X
Published
2023-10-10
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Currently, to meet daily needs, it can not only be purchased offline but can also be purchased online, including the acquisition of fresh vegetables. The writer aims to identify factors determining consumer decisions in purchasing vegetables online in Pontianak City. The research occurred in Pontianak City, the provincial capital, from June to July. Respondents amounted to 110 people. The writer used a purposive sampling technique to determine the sampling method for this research. The variables under scrutiny encompass consumer decision-making (Y), cultural factors (X1), social factors (X2), personal factors (X3), and psychological factors (X4). The analytical approach of choice is Structural Equation Modeling (SEM). Before conducting data analysis, the data obtained will be tested by testing the validity and reliability first. Subsequently, a fit assessment will be shown to gauge the stages of congruence or Goodness Of Fit (GOF) between the data and the proposed model. The analysis result explains the factors that positively impact consumer decision-making in buying vegetables online are cultural and psychological factors. This is due to the perceptions and attitudes of consumers who are open to new existing cultures so that consumers prefer and want to try the current culture. Psychological factors lead to consumer perceptions and beliefs about buying vegetables online, which creates the desire and encouragement to try buying vegetables online. The better the consumer's perception, the more confident it is for customers to try to repurchase vegetable products online. Consumer knowledge about online shopping is also impactable in making purchasing decisions, and it is because the higher the consumer's knowledge about online shopping, the higher the decision to buy vegetables online.

Keywords

Collaboration network of the authors

16 authors · 30 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Marisi AritonangAffiliation unknown3
Eva DolorosaAffiliation unknown2
Anita SuharyaniAffiliation unknown2
Ayuni AyuniAffiliation unknown2
Sariul SariulUniversitas Halu Oleo1
Irianto IbrahimAffiliation unknown1
Liwaul LiwaulUniversitas Halu Oleo1
Jamal BakeAffiliation unknown1
Novira KusriniAffiliation unknown1
Qohhaarudin Barokah TrisbyonoAffiliation unknown1
Eva Mulia SaputriAffiliation unknown1
Zusnita AnggrainiAffiliation unknown1
sukirno sukirnoAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Analisis Pengambilan Keputusan Konsumen dalam Pembelian  Sayur Online di Kota Pontianak</dc:title>
	<dc:creator>Safitri, Ayu</dc:creator>
	<dc:creator>Maswadi, Maswadi</dc:creator>
	<dc:creator>Fitrianti, Wanti</dc:creator>
	<dc:subject xml:lang="en-US">culture factors</dc:subject>
	<dc:subject xml:lang="en-US">online shopping</dc:subject>
	<dc:subject xml:lang="en-US">psychological factors</dc:subject>
	<dc:description xml:lang="en-US">Currently, to meet daily needs, it can not only be purchased offline but can also be purchased online, including the acquisition of fresh vegetables. The writer aims to identify factors determining consumer decisions in purchasing vegetables online in Pontianak City. The research occurred in Pontianak City, the provincial capital, from June to July. Respondents amounted to 110 people. The writer used a purposive sampling technique to determine the sampling method for this research. The variables under scrutiny encompass consumer decision-making (Y), cultural factors (X1), social factors (X2), personal factors (X3), and psychological factors (X4). The analytical approach of choice is Structural Equation Modeling (SEM). Before conducting data analysis, the data obtained will be tested by testing the validity and reliability first. Subsequently, a fit assessment will be shown to gauge the stages of congruence or Goodness Of Fit (GOF) between the data and the proposed model. The analysis result explains the factors that positively impact consumer decision-making in buying vegetables online are cultural and psychological factors. This is due to the perceptions and attitudes of consumers who are open to new existing cultures so that consumers prefer and want to try the current culture. Psychological factors lead to consumer perceptions and beliefs about buying vegetables online, which creates the desire and encouragement to try buying vegetables online. The better the consumer's perception, the more confident it is for customers to try to repurchase vegetable products online. Consumer knowledge about online shopping is also impactable in making purchasing decisions, and it is because the higher the consumer's knowledge about online shopping, the higher the decision to buy vegetables online.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2023-10-10</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/663</dc:identifier>
	<dc:identifier>10.37149/jia.v8i4.663</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 8 No. 4 (2023); 353 - 361</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v8i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/663/113</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Ayu Safitri, Maswadi, Wanti Fitrianti</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>