Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Sayur melalui E-Commerce di Kota Medan

Abstract

This study is driven by the growing trend of purchasing fresh products, particularly vegetables, through e-commerce platforms, which presents unique challenges such as concerns over freshness, unclear product information, and transaction convenience. These issues highlight the need to understand what influences consumer purchasing decisions in the online fresh produce market.. The research aims to analyze the influence of trust, ease of use, risk, and price perceptions on consumer decisions to purchase vegetables online in Medan. A quantitative approach was employed using binary logistic regression, with data collected from 50 active e-commerce users who had experience purchasing vegetables online. The results show that trust, ease of use, and price have a positive influence on purchasing decisions, while risk has a negative effect. Price was identified as the most influential factor based on its odds ratio (1.624), followed by ease of use (1.412), trust (1.395), and risk (0.671). The Hosmer and Lemeshow test indicated a good model fit, with a significance value of 0.568. These findings suggest that consumer perceptions of trustworthiness, platform usability, transaction security, and pricing play a crucial role in determining online vegetable purchasing decisions. Therefore, e-commerce businesses in the agribusiness sector need to strengthen these elements to increase conversion rates and competitiveness in the digital market.