Abstract:
Purpose: This study examines behavioral factors influencing consumer
purchases and marketing methods to increase marketers' understanding and
engagement with their target audiences. These factors examine
convenience, product quality, price, and branding to understand their
influence on consumer behavior and purchasing decisions. This research
addresses concerns about effective marketing tactics for various consumer
segments.
Methodology: Data for this study were collected through a survey of 343
Greater Jakarta consumers using google forms who have recently purchased
vegetables from eCommerce. Smart PLS 3 used for the statistical analysis
such as the mean, standard deviation of each variable as part of the statistical
analyses, which also included model fit testing, determining validity and
reliability, testing hypotheses, and calculating R-squared.
Findings: The findings of this study highlight the importance of
understanding consumer demand, behavior, and attitudes for effective
marketing tactics. It emphasizes market research, segmentation, product
quality, pricing, and branding, providing valuable insights for future
marketing research and practice.
Originality/Value: The originality of this research is that it is the first
research to examine attitude, subjective norms, perceived behavioural
control, customer perceived value, convenience, communication, logistic
quality, and purchase intention that influence purchase intention towards
purchasing vegetables in E-commerce
