Analysis of Factors That Influence Consumers in Shopping for Fresh Vegetables in Traditional Markets in Jambi City

Saidin Nainggolan; Nanang  Saffudin; Viona  Nainggolan

doi:10.47175/rissj.v6i4.1240

Saidin Nainggolan Faculty of Agriculture, Jambi University, Jambi, Indonesia
Nanang Saffudin Faculty of Agriculture, Jambi University, Jambi, Indonesia
Viona Nainggolan Food Crops and Horticulture, State Agricultural Polytechnic of Kupang, Kupang, Indonesia

DOI: https://doi.org/10.47175/rissj.v6i4.1240

Keywords: consumer behavior, fresh vegetables, internal factors, external factors, traditional markets

Abstract

This study aims to analyze the factors influencing consumer behavior in purchasing fresh vegetables in traditional markets in Jambi City. This study was conducted in traditional markets in Jambi City. The research location was selected using a purposive sampling method. Data analysis used in this study utilized primary data and a descriptive approach.Partial Least Square - Structural Equation Model (PLS-SEM). The results of the study show 1) Based on Age, it shows that most consumers are aged >36 years as much as (45%), priority shopping places in traditional markets as much as (100%), Consumers consider consuming vegetables very important as much as (76.66%), consumers consume fresh vegetables as Fulfilling nutritional needs (90%), wives are the decision makers for shopping for vegetables in traditional markets as much as (80%), consumers decide to shop for fresh vegetables in traditional markets in a planned manner as much as (91.66%), The frequency of consumers shopping for fresh vegetables in traditional markets is twice a week as much as (60%), the types of vegetables that are often consumed are types of fruit vegetables as much as (90%). 2). Internal factors with manifest variables of education level, occupation, and income level have a positive and significant effect on consumer behavior. External factors with manifest variables of community habits, family, environment, and location have a positive and significant effect on consumer behavior, while internal factors with moderating variables of consumer perception have a positive but not significant effect on consumer behavior. Likewise, external factors with moderating variables of consumer perception have a positive but not significant effect on consumer behavior.

Downloads

Download data is not yet available.

References

Astuti, E. P., Masyhuri., & J. H. Mulyo. (2019). Analisis sikap konsumen pasar swalayan terhadap sayuran organik. Jurnal Ekonomi Pertanian dan Agribisnis. 3 (1): 183-194. https://jepa.ub.ac.id/index.php/jepa/article/view/174/93

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2015). Consumer Behavior (10th ed.). Cengage Learning.

Fitri, Y., & Nainggolan, S. (2022). Model increasing productivity and sustainability of lowland rice farming in Tanjung Jabung Barat District - Indonesia (With a SEM Partial Least Square approach). International Journal of Humanities, Arts and Farming (JHAF), 6(3), 1–11. https://dx.doi.org/10.22161/ijhaf.6.3.3

Gefen, D., Straub, D.W., & Boudreau M. C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4(7). https://doi.org/10.17705/1CAIS.00407

Ghozali, I. (2014). Structural equation modeling: Metode alternatif dengan partial least square (PLS) (4th ed.). Universitas Diponegoro.

Gunarto. (2018). Analisis statistika dengan model persamaan struktural (SEM): Teoritis dan praktis.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications. https://eli.johogo.com/Class/CCU/SEM/_A%20Primer%20on%20Partial%20Least%20Squares%20Structural%20Equation%20Modeling_Hair.pdf

Indonesian Ministry of Health. (2020). Panduan Gizi Seimbang Pada Masa Pandemi Covid19, Jakarta: Kementrian Kesehatan RI. https://kesmas.kemkes.go.id/konten/105/0/061312- panduan-gizi-seimbang-pada-masa-pandemi-covid19

Jaya, I Gede Nyoman Mindra., & Sumertajaya. I made. (2008). Permodelan Persamaan Stuktural Dengan Partial Least Square. Semnas Mat. Dan Pendidik. Mat.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Nainggolan, S., Kernalis, E., & Carolin, D. Z. (2022). Analysis of factors affecting the behavior of coffee shop consumers in Jambi City. Randwick International of Social Sciences Journal, 3(1), 53–60. https://doi.org/10.47175/rissj.v3i1.369

Nainggolan, S., Yanita, M., & Leonardo, M. (2021). Factors that affect the productivity of palm oil plantations self-help patterns in Jambi province. Randwick International of Social Sciences Journal, 2(4), 404–410. https://doi.org/10.47175/rissj.v2i4.321

Nurchaini, D. S., Nainggolan, S., & Saputra, A. (2023). Analysis of the influence of internal and external factors on consumer behavior of fresh vegetables in the modern market in Jambi City. GSC Advanced Research and Reviews (GSCARR), 15(2), 124–132. https://doi.org/10.30574/gscarr.2023.15.2.0147

Pirouz, Dante, M. (2006). An Overview of Partial Least Squares. Irvine: The Paul Merage School of Business University of California. http://dx.doi.org/10.2139/ssrn.1631359

Raharadja Prathama, & Manurung, Mandala. (2019). Pengantar Ilmu Ekonomi (Mikroekonomi & Makroekonomi). Edisi 4. Jakarta: Penerbit Salemba Empat.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall. https://www.scribd.com/document/734400405/Consumer-Behavior-Tenth-Edition-Leon-Schiffman-Leslie-Kanuk-Leon-G-Schiffman-Leslie-201-compressed-halaman-2-compressed-11zon-1?utm

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior. Pearson Education.

Sukirno, S. (2019). Mikroekonomi: Teori pengantar (Edisi ke-3). Depok: Rajawali Pers. https://www.scribd.com/doc/312325103/MikroEkonomi-Sadono-Sukirno

Zahara, V. M., & Anwar, C. J. (2020). Mikroekonomi (Sebuah Pengantar). Media Sains Indonesia. https://eprints.untirta.ac.id/6127/1/Buku%20Digital%20%20MIKROEKONOMI.pdf