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All Journal IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Indonesian TESOL Journal PINISI Discretion Review Abdimas Langkanae Seminar Nasional Pengabdian Kepada Masyarakat Home Ec Jurnal Edukasi dan Pengabdian kepada Masyarakat (JEPKM) Vokatek : Jurnal Pengabdian Masyarakat Seminar Nasional Hasil Penelitian LP2M UNM Information Technology Education Journal LITERA ABDI: Jurnal Pengabdian Masyarakat Journal of English Language Teaching and Literature (JELITA) V-Machine: Vocational and Mechanical Community Service Journal (Jurnal Pengabdian Masyarakat)
Andi Khaerun Niza
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Home Ec

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Model Perilaku Konsumen dalam Keputusan Pembelian Produk Agribisnis Ready-to-Eat Berbasis Pangan Lokal Purnamasari, Fitry; Niza, Andi Khaerun; Bahar, Ayu Saputri; Ridwan, Wardimansyah
HomeEC Vol 21, No 1 (2026): April
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59562/homeec.v21i1.84464

Abstract

The advancement of digital technology has transformed consumer behavior in purchasing processes, including in the context of ready-to-eat agribusiness products based on local commodities. This study aims to analyze the influence of perceived ease of use, perceived usefulness, and trust on purchase decisions with attitude as a mediating variable among consumers in Makassar City. This research employed a quantitative approach using a survey method, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that perceived ease of use, perceived usefulness, and trust have positive and significant effects on attitude. Furthermore, attitude significantly influences purchase decisions. Trust is identified as the most dominant factor in shaping consumer attitudes. These findings highlight that trust in product quality and safety is a key determinant in driving purchase decisions, particularly for perishable ready-to-eat food products. In addition, the ease of use and usefulness of digital platforms contribute to forming positive consumer evaluations. This study provides practical implications for agribusiness actors to enhance consumer trust and optimize digital platforms in their marketing strategies.
Co-Authors Aliah, Nurul Andi Muh Akbar Saputra Awaluddin Ayu Saputri Bahar Besse Qur'ani Fachrunnisa, Nurul Falah, A. Ilah Nurul Fitry Purnamasari Hamsar, Israwati Handayani, Andi Asti Iriandy Iriandy Iriandy, Iriandi Irmayanti Isnaeni, Rizki Israwati Hamsar Kurniati Kurniati Kurniati Muliani Muliani Muliani, Muliani Qur’ani , Besse Qur’ani, Besse Ratnawati T Rosmiaty Rosmiaty Simaremare, Perawati Suryana, Syarifah Tanasy, Novalia Wahab, Isnaeni Wardimansyah Ridwan