Determinants of Purchasing Intention of Agricultural Products via E-commerce Platforms in Jakarta, Indonesia

Rahman Rifqy Aulia

Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Malacca Branch Jasin Campus, 77300 Merlimau, Malacca, Malaysia

Abdul Rahman Saili

Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Sarawak Branch Kota Samarahan Campus, 94300 Kota Samarahan, Sarawak, Malaysia

Fazleen Abdul Fatah

Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Malacca Branch Jasin Campus, 77300 Merlimau, Malacca, Malaysia

Wan Noranida Wan Mohd Noor

Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Malacca Branch Jasin Campus, 77300 Merlimau, Malacca, Malaysia

Nur Badriyah Kamarulzaman

Faculty of Plantation and Agrotechnology, Universiti Teknologi MARA, Malacca Branch Jasin Campus, 77300 Merlimau, Malacca, Malaysia

Ahmad Fadlur Rahman Bayuny

Faculty of Economics and Business, Universitas Airlangga, Surabaya, East Java 60286, Indonesia

Dwi Budi Santoso

Faculty of Economics and Business, Brawijaya University, Malang, East Java 65145, Indonesia

Farah Wulandari Pangestuty

Faculty of Economics and Business, Brawijaya University, Malang, East Java 65145, Indonesia

Ferry Prasetyia

Faculty of Economics and Business, Brawijaya University, Malang, East Java 65145, Indonesia

Abdul Ghofar

Faculty of Economics and Business, Brawijaya University, Malang, East Java 65145, Indonesia


Received: 31 January 2024; Received in revised form: 3 May 2024; Accepted: 6 May 2024; Published: 24 May 2024

Copyright © 2024 Rahman Rifqy Aulia, Abdul Rahman Saili, Fazleen Abdul Fatah, Wan Noranida Wan Mohd Noor, Nur Badriyah Kamarulzaman, Ahmad Fadlur Rahman Bayuny, Dwi Budi Santoso, Farah Wulandari Pangestuty, Ferry Prasetyia, Abdul Ghofar. Published by Nan Yang Academy of Sciences Pte. Ltd.

Creative Commons LicenseThis is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.


The emergence of the internet as a global phenomenon is swiftly reshaping consumers' shopping habits and the process of purchasing goods and services. Consumers now have access to a wide array of products and services, especially with the aid of e-commerce. Additionally, companies can analyse consumer behaviour and gain a deeper understanding of their habits with the assistance of e-commerce or social media. The objective of this research is to ascertain the factors that impact consumers' intention to buy agricultural products. In April 2022, we performed an online consumer survey among 200 internet shoppers in Jakarta, Indonesia. The data was then analyzed using the WarpPLS software and Structural Equation Modeling (SEM). Our research showed that among the respondents, women, with an average age of 20–25 accounted for nearly 60% of respondents who purchased agricultural produce online in Jakarta. Moreover, SEM-PLS method revealed that the following factors had highly significant effects on consumers' purchasing intention to buy agricultural products in Indonesia: consumer behavior, subjective norms, demographic variables, time savings, and convenience. In light of these findings, it offers valuable technical and practical implications for agribusiness management and policymakers.

Keywords: Purchasing intention; Covid-19; Agricultural products; Online shopping; Indonesia


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