Rahman Rifqy Aulia, Abdul Rahman Saili, Fazleen Abdul Fatah, Wan Noranida Wan Mohd Noor, Nur Badriyah Kamarulzaman, Ahmad Fadlur Rahman Bayuny, Dwi Budi Santoso, Farah Wulandari Pangestuty, Ferry Prasetyia, Abdul Ghofar
The emergence of the internet as a global phenomenon is swiftly reshaping consumers’ shopping habits and the process of purchasing goods and services. Consumers now have access to a wide array of products and services, especially with the aid of e-commerce. Additionally, companies can analyse consumer behaviour and gain a deeper understanding of their habits with the assistance of e-commerce or social media. The objective of this research is to ascertain the factors that impact consumers’ intention to buy agricultural products. In April 2022, we performed an online consumer survey among 200 internet shoppers in Jakarta, Indonesia. The data was then analyzed using the WarpPLS software and Structural Equation Modeling (SEM). Our research showed that among the respondents, women, with an average age of 20–25 accounted for nearly 60% of respondents who purchased agricultural produce online in Jakarta. Moreover, SEM-PLS method revealed that the following factors had highly significant effects on consumers’ purchasing intention to buy agricultural products in Indonesia: consumer behavior, subjective norms, demographic variables, time savings, and convenience. In light of these findings, it offers valuable technical and practical implications for agribusiness management and policymakers. © 2024 by the author(s).
Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Malacca Branch Jasin Campus, Malacca, Merlimau, 77300, Malaysia; Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Sarawak Branch Kota Samarahan Campus, Sarawak, Kota Samarahan, 94300, Malaysia; Faculty of Economics and Business, Universitas Airlangga, East Java, Surabaya, 60286, Indonesia; Faculty of Economics and Business, Brawijaya University, East Java, Malang, 65145, Indonesia
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