Integrated Digital Payment, Digital Marketing, and Pricing Perception for Decision Purchase of Fruits and Vegetables E-Commerce

Management Department. BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: rini.setiawati001@binus.ac.id

Abstract

Information technology advancements have made it easier for people to carry out daily tasks such as shopping for necessities, including fruits and vegetables that are consumed daily. The objective of this research is to assess how online sales of fruits and vegetables are affected by digital marketing strategies, digital payment options, and pricing. This study uses quantitative data research. This research employs descriptive and verification analysis as its method of data analysis. A descriptive analysis is conducted with respondents using questionnaires to obtain a description of the research variables. SmartPLS is the technique used to verify data—an e-commerce fruit and vegetable consumer sample of 384 respondents. The study results indicate that digital payment and digital marketing variables significantly impact online vegetable and fruit purchasing decisions. Digital payment and digital marketing variables do not significantly affect the prices of vegetables and fruits in e-commerce. The variable of price does not act as a mediator in purchasing decisions.