Factors affecting farmers’ decision in selling rice farmland in Pemulutan Subdistrict, Ogan Ilir Regency, South Sumatra Province, Indonesia

Lestari, Windi and Sari, Dwi Wulan and Husin, Laila (2023) Factors affecting farmers’ decision in selling rice farmland in Pemulutan Subdistrict, Ogan Ilir Regency, South Sumatra Province, Indonesia. World Journal of Advanced Research and Reviews, 18 (3). pp. 1099-1105. ISSN 2581-9615

Text Jurnal Mahasiswa S2 Windi.pdf Download (899kB)

Abstract

This research aims to analyze factors that can influence online organic vegetable purchasing behavior through digital marketing platforms. The sample of respondents in this study used a quota sampling technique, consisting of 10 shops/outlets that sell organic vegetables online. From the 10 shops/outlets, 20 respondents were obtained for each, so the number of respondents in this study was 200 people. The analytical method used is PLS Structural Equation Modeling (SEM) analysis. The results of this research show that consumers' online buying interest in organic vegetable products is directly influenced by personal factors and consumer psychological factors and indicators of interest in using the technology acceptance model, but is not influenced by cultural factors, social factors and consumer technology acceptance model factors . The factual online purchasing factors of consumers of organic vegetable products are directly influenced by personal factors and consumer buying interests. Keywords: Consumer behavior; Online organic vegetable purchasing behavior; Influence between factors

Item Type:	Article
Subjects:	#3 Repository of Lecturer Academic Credit Systems (TPAK) > Corresponding Author
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Dwi Wulan Sari
Date Deposited:	20 Dec 2023 08:18
Last Modified:	20 Dec 2023 08:18
URI:	http://repository.unsri.ac.id/id/eprint/136522

Actions (login required)

View Item