KESEDIAAN, PERILAKU DAN KONSISTENSI ADOPSI E-COMMERCE KONSUMEN SAYURAN DI KOTA SEMARANG

The purpose of this study was to determine the main factors that influence the willingness, behavior and consistency of consumers in adopting vegetable consumer e-commerce in Semarang City. A total of 138 valid questionnaires were collected online from 16 sub-districts in Semarang City, resulting in a response rate of 92%. Data analysis used binary logistic regression. The results of this study indicate that 64% of vegetable e-commerce consumers have the same willingness and behavior, and 46% of consumers have willingness and behavior deviations. The main factors affecting willingness, behavior and consistency of e-commerce adoption of different vegetable consumers. The variables used consisted of perceived usefulness, perceived quality of logistics services, and distance to the nearest vegetable market which had a significant and positive effect on consistency of willingness to adopt, behavior and consistency of vegetable e-commerce behavior. The limitation of this research is only on vegetable consumers in the city of Semarang as the research object. Other cities in the vicinity can be used as a comparative study in further research. The main factors affecting differences in willingness and e-commerce behavior of vegetable consumers can be investigated. The implications of the results of this study can optimize the adoption of e-commerce in vegetable trade and contribute to an understanding of how to increase consumer awareness and participation in vegetable e-commerce. This research suggestion can be used to increase the e-commerce of vegetables in other cities that have the same problem.

Keywords: e-commerce, willingness, behavior, consistency.