Analisis Niat Beli Konsumen Dalam Belanja Pangan Berbasis Digital
DOI:
https://doi.org/10.37385/msej.v7i1.10064Keywords:
belanja makanan digital, niat pembelian, kepercayaan digital, perilaku konsumen, UKM, regulasi kebijakanAbstract
Tujuan dari penelitian ini adalah untuk menyelidiki faktor-faktor yang memengaruhi keinginan konsumen untuk mengadopsi belanja makanan digital, khususnya pada transaksi usaha mikro dan kecil (UMK) di Indonesia. Metode kuantitatif yang digunakan dalam penelitian ini adalah Partial Least Square–Structural Equation Modeling (PLS-SEM). SmartPLS digunakan untuk menganalisis data yang diperoleh melalui kuesioner. Hasil penelitian menunjukkan bahwa CADT berpengaruh positif dan signifikan terhadap DT, sedangkan CAA dan CDR tidak berpengaruh signifikan terhadap ITAP. Selain itu, CAA dan CDR tidak berpengaruh signifikan terhadap ITAP. Temuan ini menunjukkan bahwa, sementara kepercayaan dan kesiapan digital belum berperan dominan, daya tarik dan kedekatan emosional konsumen menjadi faktor utama dalam mendorong niat adopsi belanja pangan digital.
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