| dc.description.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. | en_US |
