Sutarsih, Laila Istighfaroh (2019) Perilaku Konsumen Terhadap Belanja Bahan Makanan Online (Studi Kasus Online Shop Keranjang Sayur Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pesatnya perkembangan e-commerce telah mendorong munculnya jenis usaha baru yaitu startup di bidang penjualan bahan makanan. Meskipun di Indonesia terjadi peningkatan pembelian bahan makanan sebesar 15%, adopsi konsumen dalam berbelanja bahan makanan online masih relatif rendah dibandingkan dengan berbelanja di ritel konvensional. Sehingga dipastikan ada beberapa hal yang menjadi motivasi atau pengaruh konsumen untuk melakukan belanja bahan makanan online. Informasi ini sangat penting bagi Online Shop Keranjang Sayur maupun startup-startup baru dalam menyusun strategi pemasaran dengan mengetahui perilaku konsumen dalam belanja bahan makanan online. Penelitian ini dilakukan di salah satu startup bahan makanan di Kota Malang yaitu Online Shop Keranjang Sayur. Penentukan jumlah responden menggunakan non probability sampling dengan metode purposive sampling. Data diperoleh melalui kuesioner online dan offline dari 49 responden konsumen Online Shop Keranjang Sayur. Theory of Planned Behavior (TPB) digunakan sebagai dasar dalam penelitian ini. Structural Equation Modelling-Parsial Least Square (SEMPLS) digunakan sebagai instrumen analisis dalam penelitian ini dengan menggunakan program WarpPLS 5.0. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, dan persepsi kendali perilaku berpengaruh positif dalam niat belanja bahan makanan online. Berdasarkan ketiga variabel tersebut, persepsi kendali perilaku memiliki pengaruh paling besar terhadap niat berbelanja bahan makanan online, diikuti oleh norma subjektif dan sikap. Niat juga memiliki pengaruh positif terhadap perilaku belanja bahan makanan online. Persepsi kendali perilaku juga memiliki pengaruh terbesar terhadap perilaku belanja bahan makanan online. Ini menyiratkan bahwa persepsi kendali perilaku merupakan faktor penting dalam meningkatkan perilaku konsumen dalam belanja bahan makanan online. Berdasarkan penelitian ini disarankan kepada pihak Online Shop Keranjang Sayur untuk menambah pilihan variasi bahan makanan sehingga konsumen lebih tertarik dan mudah dalam mendapatkan bahan makanan yang sehat dan bergizi. Selain itu, pihak Online Shop Keranjang Sayur juga dapat meningkatkan kualitas pelayanan sehingga dapat mempertahankan kepercayaan konsumen.
English Abstract
The rapid development of e-commerce has led to the emergence of new types of businesses, namely startups in the field of food sales. Even though in Indonesia there was an increase in food purchases by 15%, consumer adoption in shopping for groceries online was still relatively low compared to shopping in conventional retail. So, there are certain things that are motivating or influencing consumers to shop for groceries online. This information is very important for the Keranjang Sayur Online Shop and new startups in developing marketing strategies by knowing consumer behavior in grocery shopping online. This research was conducted at one of the foodstuff startups in Malang City namely the Keranjang Sayur Online Shop. Determination of the number of respondents using non probability sampling with purposive sampling method. Data was obtained through an online and offline questionnaire from 49 consumer respondents Keranjang Sayur Online Shop. Theory of Planned Behavior (TPB) was used as the basis for this study. Structural Equation Modeling-Partial Least Square (SEM-PLS) was used as an analysis instrument in this study using the WarpPLS 5.0 program. The results of the study showed that attitudes, subjective norms, and perceptions of behavioral control had a positive influence on the intention of shopping for groceries online. Based on these three variables, perceptions of behavioral control have the greatest influence on the intention to shop groceries online, followed by subjective norms and attitudes. Intention also has a positive influence on grocery shopping behavior online. Behavioral control perceptions also have the biggest influence on grocery shopping behavior online. This implies that perceptions of behavioral control are an important factor in improving consumer behavior in online grocery shopping. Based on this research, it is recommended to the Keranjang Sayur Online Shop to add a variety of food choices so that consumers are more interested and easy to get healthy and nutritious food ingredients. In addition, the Keranjang Sayur Online Shop can also improve service quality so that it can maintain consumer confidence.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/370/051907134 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 31 Oct 2019 02:54 |
| Last Modified: | 25 Oct 2021 02:41 |
| URI: | http://repository.ub.ac.id/id/eprint/173283 |
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