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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Determinants of online shopping behavior for organic vegetable products through digital marketing platforms

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  • Determinants of online shopping behavior for organic vegetable products through digital marketing platforms

Windi Lestari 1, Laila Husin 2, * and DwiWulan Sari 2

1 Department of Master in Agribusiness, Faculty of Agriculture, Sriwijaya University, Palembang, Indonesia.
2 Department of Social Economics, Faculty of Agriculture, Sriwijaya University, Palembang, Indonesia.
 
Research Article
World Journal of Advanced Research and Reviews, 2023, 20(01), 1099-1105
Article DOI: 10.30574/wjarr.2023.20.1.2161
DOI url: https://doi.org/10.30574/wjarr.2023.20.1.2161
 
Received on 13 September 2023; revised on 24 October 2023; accepted on 27 October 2023
 
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.
 
Consumer behavior; Online organic vegetable purchasing behavior; Influence between factors
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2023-2161.pdf

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Windi Lestari, Laila Husin and DwiWulan Sari. Determinants of online shopping behavior for organic vegetable products through digital marketing platforms. World Journal of Advanced Research and Reviews, 2023, 20(1), 1099-1105. Article DOI: https://doi.org/10.30574/wjarr.2023.20.1.2161

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