Analisis Perbandingan Keputusan Konsumen Dalam Pembelian Sayur Dan Buah Di Pasar Tradisional Dan Melalui E-Commerce Pada Masa Pandemi Covid-19

Ghaniyat, Nabila Putri and Dr. Asihing Kustanti, and Medea Rahmadhani Utomo, (2022) Analisis Perbandingan Keputusan Konsumen Dalam Pembelian Sayur Dan Buah Di Pasar Tradisional Dan Melalui E-Commerce Pada Masa Pandemi Covid-19. Sarjana thesis, Universitas Brawijaya.

Abstract

COVID-19 berdampak pada peningkatan penggunaan teknologi, terutama internet dan gadget, yaitu kegiatan yang semula dilakukan secara tatap muka atau langsung, kini dilakukan secara daring atau online. Hal ini diterapkan hampir di seluruh wilayah di Indonesia, bahkan dunia, dikarenakan virus yang mewabah telah mengglobal atau mendunia. Proses jual-beli yang semula offline kini menjadi online, dengan dilatarbelakangi oleh suatu alasan yakni para calon konsumen lebih sering menggunakan gadget dan internet selama pandemi COVID-19. Salah satu platform belanja online yaitu e-commerce, merupakan kios komersil online. Penulis terfokus untuk melakukan penelitian terhadap perbandingan antara Pasar Tradisional dan SayurBox (e-commerce). Penulis menganalisis pengaruh terhadap keputusan pembelian konsumen dikarenakan ingin meneliti lebih lanjut serta menjabarkan informasi mengenai perbedaan antara keputusan pembelian oleh konsumen pada pasar (offline) dan e-commerce (online), teutama pada masa pandemi COVID-19. Berdasarkan hal tersebut, tujuan dari penelitian ini yaitu menganalisis pengaruh kualitas produk dan efektivitas pembelian terhadap keputusan pembelian sayur dan buah di pasar tradisional dan melalui e-commerce SayurBox di masa pandemic COVID-19. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan sampel menggunakan kuesioner yang disebar secara online di beberapa platform media sosial dalam bentuk google form. Pengumpulan data dilakukan selama kurang lebih 3 bulan, sejak November 2021 hingga Januari 2022. Teknik yang digunakan untuk mengumpulkan sampel pada penelitian ini yaitu non- probability sampling dengan metode purposive sampling. Sedangkan, teknik analisis data yang digunakan dalam penelitian ini yaitu Analisis Regresi Linier Berganda. Hasil penelitian yang telah diperoleh dengan variabel kualitas produk dan efektivitas yaitu keduanya memiliki pengaruh terhadap keputusan pembelian konsumen baik secara online melalui SayurBox atau offline di pasar tradisional. viii Guna meminimalisir terjadinya penyebaran virus COVID-19, diharapkan masyarakat yang berbelanja di pasar tradisional untuk beralih menggunakan e- commerce SayurBox untuk membeli produk. Selain meminimalisir penyebaran COVID-19, produk yang dijual melalui SayurBox juga memiliki kualitas yang lebih baik dan bersifat organik, sehingga terhindar dari zat kimia seperti pestisida

English Abstract

COVID-19 has an impact on increasing the use of technology, especially the internet and gadgets, namely activities that were originally carried out face-to-face or directly, are now carried out online. This is implemented in almost all regions in Indonesia, even the world, because the virus that is endemic has gone global. The buying and selling process that was originally offline has now become online, with the background of a reason that prospective consumers use gadgets and the internet more often during the COVID-19 pandemic. One of the online shopping platforms, namely e-commerce, is an online commercial kiosk. The author focuses on conducting research on the comparison between Traditional Markets and SayurBox (e-commerce). The author analyzes the influence on consumer purchasing decisions because she wants to research further and describe the difference between consumer purchasing decisions in the market (offline) and e-commerce (online), especially during the COVID-19 pandemic. Based on this statement, the purpose of this study is to analyze the effect of product quality and purchasing effectiveness on purchasing decisions for vegetables and fruit in traditional markets and through SayurBox e-commerce during the COVID-19 pandemic. This study uses a quantitative approach with a sample collection method using a questionnaire distributed online on several social media platforms in the form of a google form. Data collection was carried out for approximately 3 months, from November 2021 to January 2022. The technique used to collect samples in this study was non-probability sampling with purposive sampling method. Meanwhile, the data analysis technique used in this research is Multiple Linear Regression Analysis. The results of the research that have been obtained with product quality and effectiveness variables, both of which have an influence on consumer purchasing decisions, either online through SayurBox or offline in traditional markets. In order to minimize the spread of the COVID-19 virus, it is hoped that people who shop at traditional markets will switch to using the SayurBox e-commerce to buy products. x In addition to minimizing the spread of COVID-19, the products sold through SayurBox also have better quality and are organic, thus avoiding chemical substances such as pesticides

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	0522040259
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Nur Cholis
Date Deposited:	03 Jan 2023 01:56
Last Modified:	03 Jan 2023 01:56
URI:	http://repository.ub.ac.id/id/eprint/196523

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