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All Journal Agro Ekonomi Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis KELUARGA: Jurnal Ilmiah Pendidikan Kesejahteraan Keluarga Jurnal Ilmiah Padma Sri Kreshna MANAJEMEN DEWANTARA Agribusiness Journal Jurnal Ilmiah Agritas Journal Of Agribusiness, Social and Economic
Rahmaningtyas, Avivah
Universitas Sarjanawiyata Tamansiswa
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences

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Analisis Faktor-faktor yang Memengaruhi Keputusan Pembelian Makanan Khas Daerah Secara Online oleh Konsumen Wanita di Indonesia Fauziah, Irma; Rahmaningtyas, Avivah; Cahyaningtyas, Nur Indah; Novitaningrum, Restie; Putri, Levana Masitajasmin; Fadhilah, Muhammad Luthfie; Simamora, Liska
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 12, No 1 (2026): Januari 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v12i1.19852

Abstract

The rapid growth of e-commerce has transformed consumer behavior, particularly in the process of making online purchase decisions. This study aims to analyze the influence of price perception, trust, ease of use, and perceived risk on online purchase decisions among female consumers. The focus on female consumers is essential, given their high participation in online shopping activities and distinct psychological characteristics compared to men, such as heightened sensitivity to price and risk. The sampling technique used in this study was non-probability sampling with a purposive sampling approach, involving 105 respondents. The analytical method employed was quantitative using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study show that all four independent variables—price perception, trust, ease of use, and perceived risk—have a significant influence on online purchase decisions. Price perception emerges as the most dominant factor, indicating that female consumers are highly responsive to discounts and promotional strategies. Trust also plays a crucial role, especially for those who have no prior experience shopping on the platform. Perceived risk has a negative influence, reflecting concerns about transaction security and uncertainty regarding product quality. Meanwhile, ease of use contributes positively to purchase decisions through smooth navigation and system efficiency.
Value Orientation and Ecoliteracy as Key Factors in Green Product Purchase Decisions Rahmaningtyas, Avivah; Cahyaningtyas, Nur Indah; Putri, Levana Masitajasmin; Fadhilah, Muhammad Luthfie; Novitaningrum, Restie; Fauziah, Irma; Simamora, Liska
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 12, No 1 (2026): Januari 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v12i1.22272

Abstract

Consumer awareness regarding health and environmental sustainability has increased interest in green products. Companies now recognize the importance of understanding consumer behavior in purchasing eco-friendly products, as trust and perceptions of safety significantly influence market success. This study aims to analyze how consumer ecoliteracy and value orientation affect purchasing decisions for Chocolate Monggo’s green products, providing insights to support effective marketing strategies for sustainable food brands. This study was conducted using ecoliteracy and value orientation as independent variables and purchase decision as the dependent variable. Data were collected via a Google Form and analyzed through Structural Equation Modelling (SEM) using Partial Least Squares (PLS) in SmartPLS 4.0. The findings reveal that ecoliteracy and value orientation are significant to consumers’ purchasing decisions for Chocolate Monggo. These results suggest that Chocolate Monggo should focus on strategies to elevate public ecoliteracy and promote the personal and social benefits associated with green product consumption. 
Co-Authors Adhipermana, Juan Adhyasta, Galan Any Suryantini Artita Devi Maharani Artita Devi Maharani Artita Devi Maharani, Artita Devi Azhar, Najwa Jihan Cahyaningtyas, Nur Indah Desfiva , Asdya Linka Evi Setiawati Fadhilah, Muhammad Luthfie I Nyoman Arif Kurniawan I Nyoman Arif Kurniawan Ignatius Suprih Sudrajat Irma Fauziah Ismawati, Aisah Dwi Jhihan Jhihan Kusuma Mawardi, Nanang Liska Simamora Luthfie Fadhilah, Muhammad Mumtaz, Nisa Fadhillah Nanang Kusuma Mawardi Novitaningrum, Restie Oktiva Anggraini Putra, Hega Bintang Pratama Putri, Levana Masitajasmin Saputri, Amelia Ayu Slamet Hartono Stefani, Eska SUPRIYONO Wahyuningrum, Dinar Yunianta