Determinant factors of online purchase decision process via social commerce: An empirical study of organic black rice in Indonesia

Abstract

Organic black rice (OBR) is a healthy food that is environmentally friendly which is better than organic white rice and organic brown rice. However, the demand for OBR in Indonesia is still low. In addition, some people consider OBR as black sticky rice. Meanwhile, black rice has great potential to be developed in Indonesia because it has local varieties that are still rare, have a high selling value, and are suitable for cultivation based on the analysis of their farming. The rapid development of social media users in Indonesia causes organic black rice to be traded online via social commerce (s-commerce). There has been a lot of research on social commerce, but there is still very few social commerce research offering framework design. The purpose of this research is to develop a conceptual model (framework) of the online OBR purchasing decision process via s-commerce, and to identify the factors underlying consumer assessment of the process. As a result, the conceptual model shows consumers recognize the need for OBR through free platforms, namely Search Engine Optimization (SEO), Instagram, blogs, article sites, through friends and through family. The factors underlying consumers' assessment of the online OBR purchasing decision process were security in purchasing decisions, Internet, friends, satisfaction with the results, Instagram and other social media, and family factor. These factors can be used as important considerations in online OBR marketing via s-commerce.

Deskripsi Electronic Word of Mouth dan Minat Beli Teh Cascara Netisane di Marketplace

“…HASIL DAN PEMBAHASAN a. Karakteristik Responden Dalam penelitian ini, variabel karakteristik responden yang digunakan yaitu usia, jenis kelamin, domisili, tingkat pendidikan, pekerjaan, pendapatan, dan mengikuti Instagram Netisane (Kusno et al, 2022). Berdasarkan usia, kelompok remaja akhir dengan rentang usia 17-25 tahun mendominasi jawaban (93%).…”

Pengaruh Word of Mouth Pada Media Sosial Instagram Terhadap Keputusan Pembelian Konsumen Online Groceries X

“…smartphone, dan media sosial yang terjadi saat ini menyebabkan e-commerce juga berkembang dengan pesat (Kusno et al, 2022). Salah satu bagian dari e-commerce adalah social commerce (s-commerce)…”

Faktor-Faktor Yang Memengaruhi Keputusan Konsumen Dalam Membeli Beras Hitam Organik Di Toko Beras Haskamelang Melalui Tokopedia

“…Beras hitam berpotensi dikembangkan di Indonesia karena memiliki varietas lokal yang masih jarang keberadaannya, memiliki beragam manfaat kesehatan, bernilai komerisal tinggi, dan berdasarkan analisis usahataninya, layak dikembangkan (Stefani et al, 2017). Namun, beberapa masyarakat Indonesia menganggap beras hitam sebagai beras ketan hitam sehingga kurang diminati, permintaan beras hitam tidak sebanyak permintaan beras putih karena konsumsi beras hitam masih terbatas pada kelompok tertentu (Kusno, Deliana, et al, 2022) hitam anorganik (Pujiasmanto et al, 2021) Berdasarkan penelitian Kusno, Kusumo, et al, (2022) Pengaruh kemudahan penggunaan, pengalaman pribadi, manajemen waktu, sifat pridadi, kualitas layanan, opsi pembayaran yang mudah, ulasan dan rekomendasi konsumen serta aksesibilitas yang mudah terhadap keputusan pembelian…”

“…Gambar 1. Model konseptual proses keputusan pembelian beras hitam organik secara online melalui s-commerce(Kusno, Deliana, et al, 2022) …”