Faktor Yang Mempengaruhi Keputusan Pembelian Sayuran Terhadap Pengguna E-Wallet Go-Pay di Kota JABODETABEK

Aurora Shelbiana Putri Darmawan (Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran)
Lucyana Trimo (Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran)

Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness)
Vol. 10 No. 2 (2022): Desember 2022 (Jurnal Agribisnis Indonesia)

Grocery purchases such as vegetables have increased through the digital era during the pandemic. Not only that, the payment system in Indonesia is also quite fast through application-based electronic money products, namely e-wallet. This requires vegetable commodity businesses and Go-Pay companies to meet consumer needs and desires by following technological developments safely. This study aims to describe the characteristics and buying process of vegetable purchases made by consumers using Go-Pay as a payment method, as well as to determine the factors that influence consumers in making vegetable purchasing decisions through the Go-Pay e-wallet in JABODETABEK City. The research method used is descriptive analysis and factor analysis. The results showed that there are three factors that influence the decision to purchase vegetables by Go-Pay e-wallet users in JABODETABEK City, namely, ease of transaction and quality factors, social and price factors, and discounts and promos. The biggest contributing factors are ease of transaction and quality.