Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Produk Pertanian Sayurbox Di JABOTABEK
DOI:
https://doi.org/10.29244/fagb.16.2.190-202Keywords:
agricultural products, electronic word of mouth, instagram, purchase decision, sayurboxAbstract
The development of digital technology has transformed the way consumers purchase agricultural products. Agricultural e-grocery platforms such as Sayurbox have emerged as a practical solution for consumers, particularly those who prefer convenient and digitally based consumption patterns. Consumers’ inability to directly examine the freshness and physical condition of products creates uncertainty regarding quality, making reviews, testimonials, and recommendations on social media a primary reference in purchase decision-making. EWOM on Instagram, which consists of intensity, positive valence, and content, plays an important role in shaping consumer perceptions and purchase decisions. This study aims to analyze the influence of the three EWOM dimensions on purchasing decisions of Sayurbox agricultural products in the Jabodetabek area and to examine the characteristics of Sayurbox consumers in Jabodetabek. The research adopts a quantitative approach with a causal associative design. The sample was determined using purposive sampling, consisting of 70 respondents who are Instagram users in the Greater Jakarta area (Jabodetabek) who have previously viewed reviews and purchased agricultural products from Sayurbox Data were collected through an online questionnaire and analyzed using SEM-PLS. The results indicate that intensity has a significant effect, as frequent information exposure shapes positive perceptions. Content is also found to have a significant effect, as content related to product quality, service quality, and user experience enhances consumers’ purchase decisions. In contrast, positive valence does not have a significant effect, indicating that positive comments alone are not sufficient to directly drive consumers to make purchase decisions. The study contributes to the development of digital agribusiness marketing literature by highlighting the role of EWOM in reducing consumer uncertainty in online agricultural product transactions. Practically, the findings suggest that agribusiness platforms should prioritize strategies that encourage consumer interaction and developing content that is informative, credible, and value-oriented. to strengthen purchasing decisions in digital markets.
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