Consumer Behaviour In Purchasing Of The Online Agricultural Products

  • Widya Fitriana Ekonomi Pertanian, Universitas Andalas, Padang
  • Zednita Azriani Sosial Ekonomi Pertanian (Agribisnis), Universitas Andalas, Padang
  • Rika Hariance Sosial Ekonomi Pertanian (Agribisnis), Universitas Andalas, Padang
DOI: https://doi.org/10.32546/lq.v10i2.1470
Keywords: consumer behavior, e-marketing, agricultural product

Abstract

This study aims to analyze the factors that influence consumer purchasing agricultural products online. .We observed three West Sumatra cities with internet access above the provincial average. Suspected individual, socio-demographic and cultural factors influence agricultural consumer behavior. This study surveyed 100 respondents by accident in the three cities. Data analysis was carried out using a logit analysis approach. The results showed that individual factors significantly affected consumer behavior while demographic and cultural factors had no considerable impact. Consumers who have regular incomes and fixed jobs have substantial opportunities to purchase agricultural products online because they are considered more effective and provide a lot of convenience during their busy activities.

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Published
2021-12-31
Issue
Vol 10 No 2 (2021): Liquidity
Section
Articles

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