Karo, Kanisius (2022) Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Buah dan Sayur di E-Commerce Sayurbox Surabaya pada Masa Pandemi Covid-19. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Fruits and vegetables are superior horticultural commodities during the Covid-19 pandemic because they contain micronutrients, vitamins, minerals and dietary fiber which are important to support health and endurance. Online purchasing activities through e-commerce are rampantly carried out by consumers during the Covid-19 pandemic to reduce mobility outside the home. Product quality and price are two factors that can influence consumer interest in buying fruits and vegetables online through e-commerce. The purpose of this study was to analyze the effect of product quality and price on interest in buying fruit and vegetables at the ecommerce Sayurbox Surabaya during the Covid-19 pandemic. The analytical method used is Structural Equation Modeling based on Partial Least Square (SEMPLS). Primary data were collected through questionnaires and interviews. The sample is 40 respondents who are determined through non-probability sampling technique. The results showed that the price had a positive and significant effect on buying interest. Product quality has a positive but not significant effect on buying interest. Keywords: Buying Interest, E-Commerce, Product Quality, Price
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Kanisius Karo | ||||||||||||
| Date Deposited: | 29 Jun 2022 10:30 | ||||||||||||
| Last Modified: | 29 Jun 2022 10:30 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7258 |
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