| dc.description.abstract | The development of e-commerce in Indonesia has increased sharply by 91%, and at this time e-commerce is also present in the agricultural sector as a solution to existing problems, especially those related to the marketing chain of agricultural products. In Indonesia, the number of e-commerce consumers in the last 5 years has increased rapidly, this explains the prospects for buying and selling activities through e-commerce are very good, and for North Sumatra, the number of e-commerce consumers is included in the 10 provinces with the highest number of consumers in Indonesia, this is in line with public interest in vegetables and fruits that are increasing. However, e-commerce that focuses on selling vegetables and fruits must face significant challenges, this is based on the closure of several startups in Indonesia due to insignificant profits. Based on this background, researchers are interested in conducting this study with the aim of knowing what factors underlie consumers in making an online purchase decision for vegetables and fruits in Medan City. The data analysis method used is PLS-SEM. The results showed that there are 4 factors that significantly influence consumer decisions in buying vegetables and fruits online, ease, information quality, trust, and electronic word of mouth, these four factors are proven to be consumer considerations in deciding to buy vegetables and fruits online in Medan City. | en_US |
