Attitudes, Decision Making and Purchasing Patterns of Online Vegetable Consumers
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Published
30 November 2023
Keywords:
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consumer attitudes, decision making, purchasing patterns
Abstract
The COVID-19 pandemic has changed consumer behavior; therefore, it is interesting to understand consumer behavior when purchasing vegetables online. This study aims to determine consumer attitudes, decision-making processes, and patterns in purchasing vegetables online at Bejana.id. The research location in Bandar Lampung City was purposively selected with the consideration that the company is representative for achieving research objectives. Sample determination was performed by the non-probability method with the quota sampling technique. There were 45 research samples consisting of 40 B2C consumers (individuals/households) and five B2B consumers (hotels, restaurants, and cafes). The data were collected from January to February 2023. The data were analyzed descriptively using the Fishbein Multi-attribute model. The results showed that the attitude of Bejana.id consumers was in the good category with the most preferred attributes, namely, the attributes of the expiration period inclusion (product component) and the accuracy of the product according to the order (service component). Consumers buy vegetables online through problem recognition, information search, alternative evaluation, purchase decisions, and post-purchase behavior. B2C consumers form a purchasing pattern with an amount of 2.1 bunches or 2.8 packs each week with the type of vegetables, namely leaf vegetables, which in one purchase reaches IDR 50,000.00 - IDR 100,000.00, with a frequency of once per week. The vegetables most purchased by B2B consumers are leaf vegetables, fruit vegetables, and root vegetables, which are routinely purchased 3-4 times each week with one purchase reaching IDR 1,000,000.00 - IDR 3,499,999.00.
References
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Sumarwan, U. (2017). Perilaku Konsumen. Bogor: Ghalia Indonesia.
Sundari, B., Ratnayani, Khasanah, T. A., Nugraha, H. M., & Anshari, K. F. (2021). Perbedaan konsumsi buah dan sayur pada mahasiswa sebelum dan saat pandemi COVID-19. Binawan Student Journal (BSJ), 3(2), 15–20. https://doi.org/10.54771/bsj.v3i2.336
Syah, A., & Yuliati, L. N. (2017). The influence of values and attitude toward healthy food selection at student of Bogor Agricultural University. Journal of Consumer Sciences, 2(2), 57. https://doi.org/10.29244/jcs.2.2.57-65
Tangkulung, C. M., Pangemanan, L. R. J., & Ngangi, C. R. (2015). Analisis kepuasan konsumen terhadap atribut sayuran organik di Hypermart Manado. Cocos, 6(14), 1–25. https://doi.org/https://doi.org/10.35791/cocos.v6i14.8787.
Utami, K., Rauf, A., & Salmiah, S. (2019). Analisis perilaku konsumen dalam pengambilan keputusan pembelian sayur organik di Kota Medan. Agrotekma: Jurnal Agroteknologi dan Ilmu Pertanian, 3(2), 75-84. https://doi.org/10.31289/agr.v3i2.2241
Vydiamanta, V., Suhud, U., & Febrilia, I. (2021). Keputusan konsumen membeli sayur menggunakan aplikasi online: apakah WoM dan kualitas produk mempengaruhi?. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 12(2), 335–353. https://doi.org/10.21009/jrmsi.012.2.09
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Aji, N. S., Djawahir, A. H., & Rofiq, A. (2019). The influence of products and promotions on purchasing decisions mediated in purchase motivation. Jurnal Aplikasi Manajemen, 17(1), 152–161. https://doi.org/10.21776/ub.jam.2019.017.01.17
Andriani, S., & Yolanda, A. (2021). Celebrity endorsement di instagram – TEARS Model : perilaku pembelian konsumen di masa pandemi COVID-19. Jurnal Ekonomi dan Bisnis Indonesia (JEBI), 6(2), 1–10. https://doi.org/10.37673/jebi.v6i02.1496
Angelyn, A., & Kodrat, D. S. (2021). The effect of social media marketing on purchase decision with brand awareness as mediation on haroo table. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(1), 16–24. https://doi.org/10.37715/rmbe.v1i1.1946
Armiriawan, F. ., Kusnandar, & Setyowati. (2021). Analisis preferensi konsumen terhadap pembelian sayuran hidroponik di Kota Surakarta. Agrista, 9(2), 91–99. Retrieved from https://digilib.uns.ac.id/dokumen/detail/88144/
[BPS] Badan Pusat Statistik. (2022). Jumlah Penduduk Pertengahan Tahun (Ribu Jiwa), 2020-2022. Jakarta: Badan Pusat Statistik.
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 2723. https://doi.org/10.3389/fpsyg.2022.865702
Darmawan, A. S. P., & Trimo, L. (2022). Faktor yang mempengaruhi keputusan pembelian sayuran terhadap pengguna e-wallet Go-Pay di Kota JABODETABEK. Jurnal Agribisnis Indonesia, 10(2), 211–221. https://doi.org/10.29244/jai.2022.10.2.211-221
Effendi, I., Najib, M., & Kirbrandoko. (2019). Preference analysis and purchasing decision of fruit consumers in generation y (case of modern and traditional retail in Bogor). Journal of Consumer Sciences, 4(2), 61–75. https://doi.org/10.29244/jcs.4.2.61-75
Fadhila, S., Lie, D., Wijaya, A., & Halim, F. (2020). Pengaruh sikap konsumen dan persepsi konsumen terhadap keputusan pembelian pada Mini Market Mawar Balimbingan. SULTANIST: Jurnal Manajemen dan Keuangan, 8(1), 53–60. https://doi.org/10.37403/sultanist.v8i1.177
Farisha, M., Hartoyo, & Safari, A. (2022). Does COVID-19 pandemic change the consumer purchase behavior towards cosmetic products?. Journal of Consumer Sciences, 7(1), 1–19. https://doi.org/10.29244/jcs.7.1.1-19
Fauzi, M. I., & Yuliawati. (2020). Perilaku konsumen dalam membeli sayuran organik PO sayur organik Merbabu (studi kasus Yogyakarta). Jurnal Ekonomi Pertanian dan Agribisnis (JEPA), 4(4), 752–762. https://doi.org/https://doi.org/10.21776/ub.jepa.2020.004.04.05
Firmansyah, D., & Dede. (2022). Teknik pengambilan sampel umum dalam metodologi penelitian: literature review. Jurnal Ilmiah Pendidikan Holistik (JIPH), 1(2), 85–114. https://doi.org/10.55927/jiph.v1i2.937
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Yogyakarta: Deepublish Publisher.
Gardjito, M., & Handayani, W. (2015). Penanganan Segar Hortikultura untuk Penyimpanan dan Pemasaran. Jakarta: Penerbit Kencana.
Huang, Y. S., Ho, J. W., & Wu, G. J. (2022). A study on promotion with strategic two-stage customized bundling. Journal of Retailing and Consumer Services, 68. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103004
Indriani, Y. (2019). Gizi dan Pangan. Lampung: Anugerah Utama Raharja.
Masitah, Nursalam, & Dari, D. Y. (2022). Sikap konsumen dalam membeli sayuran di pasar tradisional dan pedagang sayuran keliling di Kabupaten Kolaka. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 8(2), 1329–1337. https://doi.org/http://dx.doi.org/10.25157/ma.v8i2.7991.g5136.
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for survey research: review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), 1–20. https://doi.org/10.47263/jasem.4(2)01
Mutanafisa, T. A., & Retnaningsih. (2021). The effect of sales promotion and knowledge on impulsive buying of online platform consumers. Journal of Consumer Sciences, 6(1), 77–91. https://doi.org/https://doi.org/10.29244/jcs.6.1.77-91
Nugroho, A., Najib, M., & Simanjuntak, M. (2018). Factors affecting consumer interest in electronic money usage with Theory of Planned Behavior (TPB). Journal of Consumer Sciences, 3(1), 15. https://doi.org/10.29244/jcs.3.1.15-27
Nur’aini, H. I. M. (2019). Mengenal Tanaman Hortikultura. Depok: Penerbit Duta.
Pratisia, D., & Nuswantara, B. (2021). Analisis keputusan pembelian sayur dengan media online di Nyayur.id Kota Salatiga. Ziraa’ah Majalah Ilmiah Pertanian, 46(3), 327–335. Retrieved from https://ojs.uniska-bjm.ac.id/index.php/ziraah/article/view/5194
Pribadi, A., Ulumudin, B., Hakim, I.R., Apriliana, P., & Sundari, J. (2021). Pemanfaatan mobile commerce untuk mendukung penjualan kartu perdana dengan model bisnis B2B. Jurnal Pendidikan Teknologi Informasi (JUKANTI), 4, 2021–2621. https://doi.org/10.37792/jukanti.v4i2.290
Putri, S. E. (2019). Analisis sikap konsumen: evaluasi dan kepercayaan atribut (multiattributes Fishbein approach). Managament Insight: Jurnal Ilmiah Manajemen ISSN, 14(2), 159–177. https://doi.org/https://doi.org/10.33369/insight.14.2.159-177
Rahmalia, D., Sari, I. R. M., Kasymir, E., & Tantriadisti, S. (2022). Keputusan pembelian bahan pangan online oleh konsumen rumah tangga di Kota Bandar Lampung, Indonesia. Agro Bali : Agricultural Journal, 5(2), 384–391. https://doi.org/10.37637/ab.v5i2.942
Rahmasanti, D., Indriani, Y., & Sayekti, W. D. (2021). Tingkat kepuasan konsumen terhadap pembelian makanan produk ayam bakar ABMJ melalui e-commerce Gojek di Kota Bandar Lampung. Jurnal Ilmu-Ilmu Agribisnis, 9(3), 500–507. https://doi.org/10.23960/jiia.v9i3.5345
Ramayani, I., Hanifawati, T., & Sutandi, A. (2022). Pengaruh social distancing selama COVID-19 terhadap perilaku pembelian sayuran pada ibu rumah tangga di Kota Bandung. Jurnal Ekonomi Pertanian (JEPA), 6(1), 304–313. https://doi.org/https://doi.org/10.21776/ub.jepa.2022.006.01.29.
Saberina, S., & Aprianti, V. (2022). Analisis perilaku pembelian konsumen terhadap pangan organik saat pandemi COVID-19 di Indonesia. Jurnal Agrikultura, 33(1), 1–12. https://doi.org/10.24198/agrikultura.v33i1.36019
Sadewo, M. K. (2021). Perilaku konsumen terhadap pembelian sayuran di Pasar Tradisional Melati Kota Medan Kecamatan Medan Tuntungan. Jurnal Ilmiah Mahasiswa Pertanian (JIMTANI), 1(3), 1–13. Retrieved from https://jurnalmahasiswa.umsu.ac.id/index.php/jimtani/article/view/551/0
Saragih, E. E. H., Saragih, B., & Emmawati, A. (2023). Hubungan pola konsumsi sayur dan buah terhadap status gizi keluarga selama pandemi Corona Virus Disease-19 (COVID-19). Journal of Tropical AgriFood, 5(1), 21–34. https://doi.org/http://dx.doi.org/10.35941/jtaf.5.1.2023.7272.%25p.
Sayekti, W. D., Viantimala, B., Lefiana, O., & Syafani, T. S. (2021). Pengambilan keputusan dalam konsumsi sayuran dan pola konsumsi pangan petani padi di Desa Rantau Tijang Kecamatan Pugung Kabupaten Tanggamus. Jurnal Agrimanex, 2(1), 11–24. https://doi.org/https://doi.org/10.35706/agrimanex.v2i1.5370.
Sumarwan, U. (2017). Perilaku Konsumen. Bogor: Ghalia Indonesia.
Sundari, B., Ratnayani, Khasanah, T. A., Nugraha, H. M., & Anshari, K. F. (2021). Perbedaan konsumsi buah dan sayur pada mahasiswa sebelum dan saat pandemi COVID-19. Binawan Student Journal (BSJ), 3(2), 15–20. https://doi.org/10.54771/bsj.v3i2.336
Syah, A., & Yuliati, L. N. (2017). The influence of values and attitude toward healthy food selection at student of Bogor Agricultural University. Journal of Consumer Sciences, 2(2), 57. https://doi.org/10.29244/jcs.2.2.57-65
Tangkulung, C. M., Pangemanan, L. R. J., & Ngangi, C. R. (2015). Analisis kepuasan konsumen terhadap atribut sayuran organik di Hypermart Manado. Cocos, 6(14), 1–25. https://doi.org/https://doi.org/10.35791/cocos.v6i14.8787.
Utami, K., Rauf, A., & Salmiah, S. (2019). Analisis perilaku konsumen dalam pengambilan keputusan pembelian sayur organik di Kota Medan. Agrotekma: Jurnal Agroteknologi dan Ilmu Pertanian, 3(2), 75-84. https://doi.org/10.31289/agr.v3i2.2241
Vydiamanta, V., Suhud, U., & Febrilia, I. (2021). Keputusan konsumen membeli sayur menggunakan aplikasi online: apakah WoM dan kualitas produk mempengaruhi?. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 12(2), 335–353. https://doi.org/10.21009/jrmsi.012.2.09
Wijoyo, H., Ariyanto, A., Wongso, F., Indrawan, I., Musnaini, Akbar, M. F., Anggraini, N., Suherman, Suryanti, Devi, W. S. G. R., & Sunarsi, D. (2021). Strategi Pemasaran UMKM di Masa Pandemi. Solok: Insan Cendikia Mandiri.
Yolanda, G. M., Darwanto, D. H., & Ardhi, M. K. (2022). Consumers’ attitude and preference toward fresh tomatoes in Special Region of Yogyakarta, Indonesia. Agraris, 8(2), 123–138. https://doi.org/10.18196/agraris.v8i2.12150
Authors
Andini T. P., Adawiyah R., & Indriani Y. (2023). Attitudes, Decision Making and Purchasing Patterns of Online Vegetable Consumers. Journal of Consumer Sciences, 8(3), 296-317. https://doi.org/10.29244/jcs.8.3.296-317
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