E3S Web Conf.
Volume 316, 20212nd International Conference on Agribusiness and Rural Development (IConARD 2021)
|Number of page(s)||9|
|Published online||05 November 2021|
Online Purchase Behaviour of Food Product During Covid-19 Pandemic: a Study on Consumer of Bedukmutu Marketplace
1 Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia
2 Department of Management, Universitas Muhammadiyah Purworejo, Indonesia
* Corresponding author: email@example.com
Covid-19 pandemic has affected various aspects of life, one of which is consumer behaviour in purchasing food products. This study aims to examine online purchase behaviour of food products of Bedukmutu online marketplace consumers during the Covid-19 pandemic. A 5-point Likert scale, Rank Spearman correlation and multiple linear regression were used to explore purchasing behaviour, factors that are correlated with and influence consumer purchasing behaviour of food products during the pandemic. The results showed that there was a slightly increase in the monthly purchasing activity of food products during the pandemic which was dominated by cooking oil and beverage products with an average purchase value of IDR 250,000 to IDR 500,000. Furthermore, compatibility and usability variable are proven to have a strong correlation and have a positive and significant effect on consumer purchase intention of food products during the Covid-19 pandemic.
© 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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