Analysis of Factors Influencing the Decision to Purchase Fruit and Vegetable Products Via Online Shops

The presence of technology in people’s lives has brought changes in people’s lifestyles that are increasingly modern and practical. People have become accustomed to shopping online. Fruit and vegetable product are one type of product that can be offered through online shops. Consumers search for relevant information regarding various product preferences. Therefore, further research is needed into the factors influencing fruits and vegetable purchasing decisions though online shops. This study used primary data. The study involved 100 research samples. The study employed several data analysis techniques, including validity and reliability testing, classical assumption testing, multiple linear regression analysis, the t-test and the coefficient of determination. Multiple linear regression analysis was used to examine the effect of the independent variables (security, convenience, information quality, trust and risk perception) on the dependent variable (purchase decision). The findings showed that most respondent were aged 20 until 30 years old, female, had completed a high school education, and used the internet for 2 until 5 hours per day. The results further revealed that security, convenience, information quality, trust and risk perception positively influenced the decision to purchase fruit and vegetable products via online shops