STUDY ON THE EFFECT OF CUSTOMERS PREFERENCES FOR WEBSITE ADOPTION PT. INSAN AGRITAMA TEKNOLOGI (INAGRI) AS A PLATFORM FOR AGRICULTURAL ECOMMERCE IN INDONESIA

• Main Author: Soelaksono, Iqbal
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36153
• Institution: Institut Teknologi Bandung

The rapid development of agriculture business today has entice business to this sector as the third largest in the world, many things have changed in the agriculture business sector along with technological developments that have already penetrated the digital era. That is what prompted INAGRI as an agritech company to start selling agricultural products using ecommerce. By looking at the huge market potential where the pattern of consumer behavior for online shopping that has become a trend, yet it is different for agricultural products. Consumers are still reluctant to shop online for agricultural products. Therefore, analysis of factors influenced someone to adopt new technology to operate their products through online media, is needed. This study aims to determine the effect of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation, Price Value, Habit on Behavioral Intention and Use Behavior. On the use of INAGRI e-commerce services based on the Unified Theory of Acceptance and Use of Technology 2 model (UTAUT 2). This study then aims to discuss what the right marketing strategy. This research used a quantitative research using Partial Least Square (PLS) data analysis techniques using primary data and secondary data. Primary data from questionnaires to 411 respondents while secondary data from journals, books and websites. This study uses SmartPLS 2.0 software. The results of data processing found that the Habit variable has the most influence on the Use Behavior, followed by the factors of Performance Expectancy and Behavioral Intention. Whereas, in this study the Price Value factor is found to have no significant influence on one's preference for adopting technology from INAGRI. The recommended marketing strategies are; the AIDA model, Promotion Gimmick, and Activation Brand using the Periodic Table of Content Marketing tool