MAULIDINA, Rima (2022) Consumer Preferences in Purchases Vegetables on E-Commerce Platforms (Case Study in Tangerang City). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

People today in shopping for vegetables are starting to switch from conventional methods to digital methods, namely by shopping for vegetables through e-commerce platforms. E-Commerce used includes applications, social media and websites. One of the e-commerce platforms that sell vegetables is sayurbox, tanihub, tukangsayur.co, kecipir, segari, brambang, happy fresh, rego pantes, carisayur, etc. This research is included in the quantitative research category which aims to analyze the variables of vegetable prices in e-commerce, non-e-commerce vegetable prices (buying vegetables directly), income, facilities, security, gender, occupation and marital status towards consumer preferences in shopping for vegetables on e-commerce platforms in Tangerang City. The dependent variables in this study are consumer preferences, while the independent variables in this study are vegetable prices in e-commerce, non-e-commerce vegetable prices, income, facilities, security, gender, occupation and marital status. This research was conducted on visitors to Pasar Anyar, Pasar Tanah Tinggi, Hypermart and Lulu in Tangerang City using a questionnaire to 100 respondents. The data analysis technique used in this study is logistic regression analysis to analyze consumer preferences in vegetable purchases on e-commerce platforms. Based on the analysis that has been carried out, the results of the study obtained that the variables of vegetable prices in e-commerce, income, gender and work do not have a significant effect on consumer preferences in shopping in e-commerce. Meanwhile, the variables of non-e-commerce vegetable prices, facilities, security have a significant positive effect on consumer preferences in shopping in e-commerce, and marital status has a significant effect on consumer preferences in shopping in e-commerce.

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