KESEDIAAN, PERILAKU DAN KONSISTENSI ADOPSI E-COMMERCE PADA KONSUMEN SAYURAN

Dody Mulyanto, R.Djayendra Dewa

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor utama yang mempengaruhi kemauan, perilaku dan konsistensi konsumen dalam mengadopsi e-commerce konsumen sayur di Kota Surakarta. Sebanyak 138 kuesioner yang valid dikumpulkan secara online dari 16 kecamatan di Kota Surakarta, menghasilkan tingkat respons 92%. Analisis data menggunakan regresi logistik biner. Hasil penelitian ini menunjukkan bahwa 64% konsumen e-commerce sayuran memiliki kemauan dan perilaku yang sama, dan 46% konsumen memiliki kemauan dan penyimpangan perilaku. Faktor utama yang mempengaruhi kemauan, perilaku dan konsistensi adopsi e-commerce konsumen sayuran yang berbeda. Variabel yang digunakan terdiri dari persepsi manfaat, persepsi kualitas layanan logistik, dan jarak ke pasar sayur terdekat yang berpengaruh signifikan dan positif terhadap konsistensi kesediaan mengadopsi, perilaku dan konsistensi perilaku e-commerce sayuran. Keterbatasan penelitian ini hanya pada konsumen sayuran di kota Surakarta sebagai objek penelitian. Kota-kota lain di sekitarnya dapat dijadikan sebagai studi banding dalam penelitian selanjutnya. Faktor utama yang mempengaruhi perbedaan kemauan dan perilaku e-commerce konsumen sayuran dapat diselidiki. Implikasi dari hasil penelitian ini dapat mengoptimalkan adopsi e-commerce dalam perdagangan sayuran dan berkontribusi pada pemahaman tentang bagaimana meningkatkan kesadaran dan partisipasi konsumen dalam e-commerce sayuran. Saran penelitian ini dapat digunakan untuk meningkatkan e-commerce sayuran di kota-kota lain yang memiliki masalah yang sama.


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DOI: https://doi.org/10.62826/muara.v4i2.49

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