E3S Web Conf.
Volume 306, 2021The First International Conference on Assessment and Development of Agricultural Innovation (1st ICADAI 2021)
|Number of page(s)||8|
|Section||Agricultural Social Economics and Policy|
|Published online||24 September 2021|
The consumer’s motivation towards online purchase intention of chicken meat during the Covid-19 pandemic
College of Vocational Studies, IPB University
* Corresponding author: email@example.com
The extent of the Corona virus or Covid-19 in various countries, including in Indonesia, has impacted numerous sectors. The Covid-19 pandemic will have potentially caused changes to the normal food system for chicken meat commodities in Indonesia. Among them is a shift in consumer behaviour in getting access to chicken meat. Consumers’ online purchase intention is seen as an appropriate alternative during the pandemic, especially for consumers in the red zones. This study was conducted to analyse factors that impact online purchase intention on Chicken meat during the pandemic. This research uses data survey of 316 consumers in Jakarta, Bogor, Depok (Red zone areas). The analysis used is SEM using AMOS software. The results show that there are situation impact and hedonic influence towards online purchase intention of the chicken meat during the pandemic. We provide recommendation for companies on how to address consumers purchase motives.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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