NABILAH, SHOFWA (2023) PENGARUH KUALITAS SAYURBOX TERHADAP MINAT BELI KONSUMEN PRODUK SAYUR DAN BUAH SECARA ONLINE DI JAKARTA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
At this time, many Indonesians have utilized online shopping in electronic commerce, which means they already understand how to use e-commerce applications in agriculture such as Sayurbox, Happyfresh, Eden Farm, Segari, Tukangsayur.Co, Astro, and Allofresh. Likewise with the people of Jakarta, it is possible that the people of Jakarta choose Sayurbox as their place to buy vegetables and fruits practically and quickly. This is because the average job of the people of Jakarta is as an office worker whose time is only spent working (BPS, 2019). Therefore, Sayurbox must have a quality that is superior to other competitors both in terms of system quality, information quality, and service quality. This research was conducted in Jakarta from October 2022 to May 2023. This type of research uses quantitative descriptive research methods with data analysis techniques in the form of multiple linear regression. The population in this study were all Jakarta Sayurbox consumers who had shopped through the Sayurbox application. The results showed that, there are several characteristics of Sayurbox consumers, including the age of Sayurbox consumers between 20-24 years old, female gender with their last education being tertiary education who works as a private employee earning> 5,000,000. In addition, it was also found that the system quality variable and the information quality variable had no partial effect on consumer buying interest, while the service quality variable had a partial effect on consumer buying interest. Simultaneously, the three variables have a significant effect on consumer buying interest in Sayurbox.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pada saat ini sudah banyak masyarakat Indonesia yang memanfaatkan belanja online di perdagangan elektronik, yang artinya mereka sudah paham cara menggunakan aplikasi e-commerce di bidang pertanian seperti Sayurbox, Happyfresh, Eden Farm, Segari, Tukangsayur.Co, Astro, dan Allofresh. Begitu juga dengan masyarakat DKI Jakarta, tidak menutup kemungkinan masyarakat DKI Jakarta memilih Sayurbox sebagai tempat mereka untuk membeli sayur-sayuran dan buah-buahan dengan praktis dan cepat. Hal itu dikarenakan rata-rata pekerjaan masyarakat DKI Jakarta adalah sebagai pekerja kantoran yang waktunya hanya dihabiskan untuk bekerja (BPS, 2019). Maka dari itu, Sayurbox harus memiliki kualitas yang lebih unggul dari para pesaing lainnya baik dari segi kualitas sistem, kualitas informasi, dan kualitas pelayanan. Penelitian ini dilakukan di DKI Jakarta sejak bulan Oktober 2022 sampai dengan bulan Mei 2023. Jenis penelitian ini menggunakan metode penelitian deskriptif kuantitatif dengan teknik analisis data berupa regresi linear berganda. Populasi dalam penelitian ini adalah seluruh konsumen Sayurbox DKI Jakarta yang pernah berbelanja melalui aplikasi Sayurbox. Hasil penelitian menunjukkan bahwa, ada beberapa karakteristik konsumen Sayurbox yang diantaranya adalah usia konsumen Sayurbox diantara 18 – 40 tahun berjenis kelamin perempuan dengan pendidikan terakhirnya adalah Perguruan Tinggi yang bekerja sebagai pegawai swasta berpenghasilan > 5.000.000. Selain itu, ditemukan juga bahwa variabel kualitas sistem dan variabel kualitas informasi tidak berpengaruh secara parsial terhadap minat beli konsumen, sedangkan variabel kualitas pelayanan berpengaruh secara parsial terhadap minat beli konsumen. Secara simultan, ketiga variabel tersebut berpengaruh secara signifikan dengan minat beli konsumen Sayurbox. | |||||||||
| Uncontrolled Keywords: | Keywords: e-commerce, characteristics, system quality, information quality, service quality | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Shofwa Nabilah | |||||||||
| Date Deposited: | 08 Aug 2023 16:36 | |||||||||
| Last Modified: | 08 Aug 2023 16:36 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27451 |
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