Factors Affecting Consumer Intention to Purchase Organic Vegetables Online
1Daryanti, 2Endang Siti Rahayu, 3Heru Irianto
1,2,3Department of Master Agribusiness, Faculty of Agriculture, Sebelas Maret University, Ir. Sutami Street No. 36, Ketingan, Jebres, Surakarta, Central Java, Indonesia 57126
https://doi.org/10.47191/jefms/v7-i1-31ABSTRACT:
This study aims to identify the factors that influence the desired outcome of purchasing organic vegetable products online in generation X. This research sets the location in DKI Jakarta through the application of purposive location determination method. In this study, 156 samples were used. The sample criteria are residents of DKI Jakarta who are between 43 and 58 years old and have purchased organic agricultural products, but not through an online platform. Data collection was carried out through distributing online questionnaires using social media. Data analysis was carried out using structural equation modeling (SEM) and analyzed using AMOS 24 software. The results of the structural equation modeling (SEM) analysis show that the model is suitable and can be considered good, with a relatively satisfactory goodness of fit value, as indicated by the CMIN/Df ratio = 1.34; TLI = 0.97; CFI = 0.98; NFI = 0.97; IFI = 0.98; IFI = 0.98; RMSEA = 0.047; GFI = 0.902; NFI = 0.94 AGFI 0.9. The model estimation results show that trust (p = 0.00; cr = 6.170), perceived usefulness (p = 0.00; cr = 5.054), perceived ease of use (p = 0.00; cr = 14.469), subjective norm (p = 0.00; cr = 5.131), attitude (p = 0.00; cr = 4.957), and behavioral control (p = 0.00; cr = 7.073), have a positive impact on the desire to buy organic agricultural products online.
KEYWORDS:
Purchase intention, organic vegetables, generation X
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