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

DOI

10.2991/aebmr.k.200915.021How to use a DOI?

Keywords

importance-performance analysis, repurchase intention, e-retailer

Abstract

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. Importance-Performance 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 customers which have not fulfilled by the modern retail management. Those attributes could be the main concern for modern retail management to increase the competitive factors so that repurchase intention will increase as well.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Amir Fikri
AU  - Megawati Simanjuntak
PY  - 2020
DA  - 2020/09/15
TI  - Evaluating Variable Which is Influencing Online Repurchase Intention to Increase Fresh Vegetables/Fruits Consumption in Indonesia by Using Importance Performance Analysis
BT  - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 86
EP  - 90
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.021
DO  - 10.2991/aebmr.k.200915.021
ID  - Fikri2020
ER  -