FACTORS BEHIND PURCHASE INTENTION OF WOMEN IN INDONESIA TOWARDS ONLINE GREEN GROCERY SHOPPING THROUGH WEBSITE PLATFORM IN THE COVID-19 PANDEMIC SITUATION: A CASE STUDY OF SAYURMOMS COMPANY

• Main Author: F N Pulungan, Salsabila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57273
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic has changed people’s behavior. With the increased number of patients and the uncertainty of the disease, people start to prioritize their health and stay at home as much as possible. Along with the social restrictions from the government, a lot of new online grocery stores start to arise because of this situation. One of them was Sayurmoms. Sayurmoms was an online grocery store that sells raw food material from vegetables, fruits, meat, seafood, and food condiments through online platforms such as websites, social media, and e-commerce. The revenue is increasing each month. But to be able to stand out and survive in this industry, companies need to choose the right strategy to apply to their business. To find the strategy, this research will analyze the factors influencing women on buying green groceries through website platform based on the extended theory of planned behavior (TPB), by adding the technological perspective using website quality (WebQual). An online questionnaire was used to collect the data from 151 respondents. Then the data will be analyzed using PLS-SEM. The result from this study shows that online purchase intention is very significantly affected by perceived behavioral control and subjective norms. All of WebQual’s variables affect customer satisfaction unless usefulness variables. Though customer satisfaction and attitude didn’t affect and mediating independent variables to online purchase intention, customer satisfaction becomes a mediator variable for information quality and service quality towards attitude. Hence, Sayurmoms company could use marketing strategies like referral codes or promoting the products through micro-influencers since subjective norms do affect online purchase intention through website platforms. Sayurmoms company should also improve the quality of their website to improve the perception of customers on purchasing green grocery through the website platform.