The Influence of Product Attributes on Organic Vegetable Purchase Decisions of Young Consumers Through Delivery Services

Ranatasya Pramudita, Abdul Wahib Muhaimin, Novi Haryati, Silvana Maulidah

Abstract

The growing awareness of health and environmental concerns has led to an increase in the consumption of organic vegetables, especially among young consumers. This study aims to identify key factors influencing their purchasing behavior and provide insights for improving business service strategies. Data were collected from 162 purposively selected students at Brawijaya University and analyzed using Structural Equation Modeling (SEM) with WarpPLS. The results indicate that product actuality has the strongest influence on purchasing behavior (effect size = 0.229, p < 0.05), followed by delivery service (0.153, p < 0.05). Delivery service is significantly affected by product actuality, quality, health issues, appearance, freshness, and taste, as well as curiosity and prestige (all p < 0.05). Mediating effects are also significant for product actuality and appearance (p < 0.1). These findings highlight the importance of ensuring authentic products and optimizing delivery services to enhance business performance in the organic market segment.

Keywords

delivery service; organic vegetables; purchasing behavior; young consumers

Full Text:

PDF

References

Alfan, AC (2019). Characteristics and Consumer Psychology Towards Product Repurchase Decisions Through E-Commerce : Vol. XVI (Issue 1).

Andriyanty, R., & Wahab, D. (2019). Generation Z Consumer Preferences for Domestic Product Consumption. ETHOS Journal of Research and Community Service, 7(2), 280–296. Https://Doi.Org/10.29313/Ethos.V7i2.4694

Ani, J., Lumanauw, B., & Tampenawas, J. (2022). Pengaruh citra merek, promosi dan kualitas layanan terhadap keputusan pembelian konsumen pada e-commerce Tokopedia di kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 663-674

Aprilianti, I., & Amanta, F. (2020). Advancing Food Safety in Online Food Delivery Services in Indonesia.

Bakrie. (2019). Indonesian Organic Agriculture Statistics 2019. Www.Aoi.Ngo

Bogor, I., Java, W., Chrysanthini, B., Sumarwan, U., & Rifin, DA (2017). Consumer Preferences On Organic Vegetables (UD Fabela-Myfarm Consumer Case Study) In Bogor West Java Consumer Preferences On Organic Vegetables (UD Fabela-Myfarm Consumer Case Study) (Vol. 12, Issue 2). Http://Journal.Ipb.Ac.Id/Index.Php/Jurnalmpi/

BPS (Central Bureau of Statistics). (2010). Population Census 2010. Https://Sp2010.Bps.Go.Id

Central Bureau of Statistics of Indonesia. (2022). Number of Population Aged 15 Years and Over by Age Group. Accessed on September 19, 2023.

Https://Www.Bps.Go.Id/Indikator/6/715/1/Jumlah-Penduduk-Usia-15-Tahun-Ke-Atas-Dengan-Golongan-Umur.Html

Chrysanthini, B., Sumarwan, U., & Rifin, A. (2017). Preferensi konsumen terhadap produk sayuran organik (studi kasus konsumen UD Fabela-Myfarm) di Bogor Jawa Barat. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 12(2), 151-160.

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative And Mixed Methods Approaches , 4 Edition. London: Sage

Davis, F.D. (1989). Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. MIS Quarterly: Management Information Systems , 13(3), 319–339. https://Doi.Org/10.2307/249008

Ganesh H. and V. Cave. (2018). P-values, P-values everywhere! New Zealand Veterinary Journal. 66(2): 55-56.

Giovanni, C. (2020). The Influence of Electronic Payment Components on the Intention to Use OVO as a Payment Tool. Journal of Marketing Strategy, 7(2), 17.

Gojek. (2019). Go-food Continues to Lead Food Delivery Services in Indonesia. Accessed March 26, 2024. https://www.gojek.com/blog/gojek/GoFood-Pimpin-Pasar-layanan-pesan-antar-makanan

Hair JF, G. Tomas MH, Christian MR, Marko S. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications . United Kingdom.

Habibah, N., Soedarto, T., & Nugroho, SD (2023). Factors Influencing Consumer Decisions in Purchasing Organic Vegetables in Modern Markets in Surabaya City. Journal of Agros Agriculture, 25 (1), 691-697.

Hakim, N. (2016). Introduction to Packaging and Marketing of Organic Vegetables in Talang Keramat Village, Talang Kelapa District, Banyuasin Regency. Sriwijaya Community Service Journal, 4 (2), 331-341.

Hamid, AA, Razak, FZA, Bakar, AA, & Abdullah, WSW (2016). The Effects Of Perceived Usefulness And Perceived Ease Of Use On Continuance Intention To Use Egovernment: Procedia Economics And Finance , 35(October 2015), 644–649. https://Doi.Org/10.1016/S2212- 5671(16)00079-4

Hardiyanti, F., Saty, F., & Unteawati, B. (2022). Analysis of Consumer Decisions in Purchasing Organic Vegetables in Lampung. Journal of Agricultural Economics and Agribusiness, 6(1), 209–217. Https://Doi.Org/10.21776/Ub.Jepa.2022.006.01.20

Hidayati, N., & Syamsun, M. (2014). The Effect Of Organic Vegetable Product Quality To Customer Satisfaction In Creating Customer Loyalty. Journal of Applied Science: Agricultural Information and Technology Transfer Vehicle, 4(2), 68-83.

Hutama. (2020). The Influence of Direct Marketing on Consumer Purchasing Decisions at Cubic Kitchen & Bar Yogyakarta. Yogyakarta. Faculty of Business and Economics. Atmajaya University

Jansen, SJT, Coolen, HCCH, & Goetgeluk, R.W. (2011). Introduction. In The Measurement And Analysis Of Housing Preference And Choice (Pp. 1–26). Springer Netherlands. https://Doi.Org/10.1007/978-90-481-8894-9_1

Kabalmay, YAD (2017). “Café Addict”: Urban Youth Lifestyle (Case Study on Youth in Mojokerto City) (Doctoral Dissertation, Airlangga University).

Kusumah, EP (2018). Technology Acceptance Model (TAM) Of Statistical Package For The Social Sciences (SPSS) Applications. Integrated Journal Of Business And Economics, 2(1), 1. Https://Doi.Org/10.33019/Ijbe.V2i1.47

Komariah, K. (2018). Factors Influencing Consumer Decisions to Purchase Products at Waroeng Spesial Sambal “Ss” Condongcatur Timur. Journal of Culinary Education and Technology , 7 (5).

Koutroulou, A., & Tsourgiannis, L. (2011 ). Factors influencing consumers' purchasing behavior towards local foods in Greece: The case of the prefecture of Xanthi. Scientific Bulletin-Economic Science , 10 (2), 34-47.

Kapriani, K., Dorawati, A., & Rauf, R. (2020). Analysis of the Influence of Price, Promotion and Location on Customers' Shopping Decisions at Giant Ekspres Alauddin Makassar. Mirai Management Journal, 5 (2).

Martins, J.M., Yusuf, F., & Swanson, D.A. (2011). In Consumer Demographics And Behavior: Markets Are People (Vol. 30). Springer Science & Business Media.

Mulyana, M., & Setiawan, B. (2016). The Influence of Product Quality and Product Design on Customer Satisfaction of Honda Supra X 125 Fi Motorcycle Users. Scientific Journal of Unity Management , 4(2), 069-076.

Noeriati Retno Dahoelat, D., Wanimbo, N., Pertanian, F., & Wisnuwardhana Malang, U. (2022). Factors Influencing Fresh Vegetable Purchasing Decisions at Madyopuro Market, Malang City. Primordia Journal. 18(1)

Novanda, RR (2020). Factors Influencing Organic Vegetable Purchasing Decisions in Bengkulu City. Agribest Journal, 4(2), 94–100. Https://Doi.Org/10.32528/Agribest.V4i2.3549

Nuriyanto, MZ, Abidin, Z., Syahfiar, A., Firmansyah, FA, Rianto, WJF, Prasetyono, I., ... & Kurnianto, FA (2019). Analysis of Consumption Patterns and Lifestyles of Geography Education Students, University of Jember, Class of 2018. Geography Learning Magazine, 2 (2), 171-183.

Pandhita, B., Wikara, S., & Hidayati, U. (2023). Motives and Patterns of Food Delivery Service Application Usage Among Students in Yogyakarta. In Ulfah Hidayati) Lecture: Journal of Communication Science. Issn (Vol. 6, Issue 1).

Peruzzi, MR, Alfiandi, MF, & Gunadi, W. (2023). Antecedents of Organic Food Purchase in Indonesia. Journal of Economics and Business UBS , 12 (2), 1019-1035.

Prabowo, GT, & Nugroho, A. (2019). Factors that influence the attitude and behavioral intention of Indonesian users toward online food delivery service by the Go-Food application. In 12th International Conference on Business and Management Research (ICBMR 2018) (pp. 204-210). Atlantis Press.

Prasetyo, T., & Bodroastuti, T. (2012). Factors Influencing Consumer Purchasing Behavior (Study at Lancar Widodo Oil Store Semarang). Journal of Accounting and Business Studies, 1(1).

Rejeki, S., Andriatmoko, N., & Toiba, H. (2022). Factors Influencing Intention to Purchase Organic Vegetables Using the Theory of Planned Behavior Approach . Journal of Agricultural Economics and Agribusiness, 6(2), 429. Https://Doi.Org/10.21776/Ub.Jepa.2022.006.02.9

Rifky Stansyah, M., Tegar, M., Seiya, SA, & Choirunnisa, R. (2023). Analysis of the Influence of Consumer Purchase Interest on Food and Beverage Purchases Through the Go Food Application . Journal of Business Education (Jptn), 11.

Safitri, H. I., Muhaimin, A. W., & Nugroho, T. W. (2024). Structural Equation Modelling to Measure Perceptions, Interests and Their Influence on Young People's Intention to Venture into Agriculture. Agro Bali: Agricultural Journal, 7(3), 931-943.

Safitri, LS, Romalasari, A., & Suciati, F. (2022). Consumer Attitudes in Online Purchase of Fresh Products Before and During the Covid-19 Pandemic. Poltanesa Bulletin, 23(1), 67–72. Https://Doi.Org/10.51967/Tanesa.V23i1.1172

Setioningtyas, WP, & Wisnu, S. (2017). Analysis of Factors in Consumer Purchasing Behavior Towards Local Food and Beverage Products in Surabaya City. Journal of Management and Business Studies, 4 (2), 181-195.

Silitonga, J., & Salman, D. (2014). Analysis of Consumer Demand for Organic Vegetables in Modern Market, Pekanbaru City . 1(113), 761–72126.

Solimun, Fernandes, AAR, & Nurjannah. (2017). Multivariate Statistical Methods. Structural Equation Modeling (SEM). Warppls Approach (4th Ed .). Malang: Ub Press.

Statistics Indonesia. (2022). Indonesian Telecommunication Statistics. Accessed April 1, 2024. https://www.bps.go.id/id/publication/2023/08/31/131385d0253c6aae7c7a59fa/statistik-telekomunikasi-indonesia-2022.html

Suardika, IMP, Ambarawati, IG, & Sukaatmadja, IP (2014). Analysis of consumer behavior towards organic vegetable purchasing decisions of CV Golden Leaf Farm Bali. Journal of Agribusiness Management

Subianto, T. (2007). Study of consumer behavior and its implications for purchasing decisions. Journal of Modern Economics, 3 (3), 165-182.

Susanti, R., Muhaimin, A., & Toiba, H. (2018). Analysis of Factors Influencing Intention to Purchase Organic Vegetables (Case of Housewives in Malang City). Habitat, 29(3), 122–128. Https://Doi.Org/10.21776/Ub.Habitat.2018.029.3.15

Susilowati, M., Rahutami, AI, & Wahyuningdyah, RY (2021). Factors Influencing Purchasing Behavior of Organic Food Products. Unika Journal

Syania, Y., Taqwa, S., Mukhlis, I., Ekonomi, F., & Bisnis, D. (2022). E-Journal of Economics and Business, Udayana University Factors Influencing Consumer Behavior in Generation Z. 11(07). Https://Ojs.Unud.Ac.Id/Index.Php/Eeb/

Timisela, NR, Lawalata, M., Jozias, V., Polnaya, FJ, & Titaley, S. (2021). Consumer Demand for Organic Vegetables in Saparua Island Market. SEPA: Journal of Socio-Economics of Agriculture and Agribusiness, 18(1), 38. Https://Doi.Org/10.20961/Sepa.V18i1.44765

Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). In Electronic Commerce 2018: A Managerial And Social Networks Perspective (P. 253). Springer International Publishing.

Ulum, M., & Tirta, Im. (2014). Structural Equation Modeling (Sem) Analysis for Small Samples with Partial Least Square (Pls) Approach. Proceedings of the National Mathematics Seminar. University of Jember

Brawijaya University. (2023). Directorate of Administration and Academic Services. Accessed on March 20, 2024. Https://Akademik.Ub.Ac.Id/Data-Jumlah-Mahasiswa/ .

Waskito, D., Ananto, M., & Reza, A. (2014). Consumer perception of organic food in Yogyakarta. Pelita-UNY Student Research Journal, 9(01).

Wiharsono, HA, Khoerani, A., Utami, V., Marsa, M., Fitri, AN, & Nuryati, N. (2022). Proceedings of the 13th Industrial Research Workshop and National Seminar Bandung .

Yahmini, E. (2019). Impulse Buying Tendency in Students Reviewed from Family Background. Exero: Journal of Research in Business and Economics , 2 (1), 41-56.

Yolanda, Y., & Wijanarko, DH (2018). The Influence of Promotion and Product Quality on Purchasing Decisions of Aqua Brand Drinking Water and Its Implications on Brand Image at the Faculty of Economics, Borobudur University. FEB-UB Management Journal, 6(1A), 88-108

DOI: https://doi.org/10.37637/ab.v8i3.2337

Refbacks

  • There are currently no refbacks.