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Corresponding Author
Neza Fadia Rayesa

Institutions
University of Brawijaya

Abstract
The rapid development of Internet technology in this era makes consideration of renewal in business, especially in marketing strategy. A few years ago, agribusiness in Malang began to engage e-commerce services to sell food products such as vegetables, fruits, meat, and so forth. This innovation were getting respond from consumers who make purchases of vegetables online in several start up that sell vegetable online. This study aimed to determine factors behind consumer behavior in buying vegetables online in Malang. Variables were desin using the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) approach. This study used a quantitative approach through a survey method and Structural Equation Modelling-Partial Least Squares (SEM-PLS) was used to analyze the data. Result shown that mostly respondents did purchase by online were because willing to try something new in grocery shopping. Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) wasnt influence consumer intention to make purchases online or make a purchase. Meanwhile, other variables of TPB, such as Atituted Towads Behaviour (ATB), Subjective Norm (SN), and Perceived Behavioral Control (PBC) have significant influences on purchase intention (PI). It was also shown that Purchase Intention (PI) gave significant effect to online vegetable purchasing (OP).

Keywords
e-commerce, online vegetable purchasing, TAM, TPB

Topic
AGROINDUSTRIAL PRODUCTION SYSTEM MANAGEMENT AND REGULATION

Link: https://ifory.id/abstract/ErWa3UzA4tNV