Evaluating Variable Which is Influencing Online Repurchase Intention to Increase Fresh Vegetables/Fruits Consumption in Indonesia by Using Importance Performance Analysis

作者：Amir Fikri · 年份：2020 · DOI：10.2991/aebmr.k.200915.021 · 被引用次数：2 · 研究领域：Business

The main focus of this research is to examine the importance of online repurchase intention to increase fresh vegetables/fruits consumption based on competitiveness from behavioral aspects and the situation of e-retailer. ImportancePerformance Analysis (IPA) method is a convenient method to concurrently take into account the importance and performance dimensions when defining and evaluating strategy. This technique has been successfully employed in various settings to define priorities and guide decision-making on resource allocation. This study uses IPA to evaluate online repurchase intention strategies on fresh vegetables/fruits e-retailers and to draw recommendations for resource allocation. This research can provide input for marketing managers in e-retailer, especially fresh vegetables/fruits e-commerce, to make decisions related to e-shopper behavior. Strategies to increase the interest in repurchasing fresh vegetables/fruit are based on the priority of indicator improvement using importance-performance analysis charts. This study applies a convenience sampling technique to select study participants, which results in 331 respondents who met the following criteria: people who knew, tried, or used fresh vegetable/fruits e-commerce, and live in five designated regions in Indonesia. The results of this study show that ‘rushing’ situation causes of unfavorable activities, price fairness, the gentleness of employees, and quality assurance are important attributes for the cust...