The Impact of Consumers Perceived Product Quality on Intention to Buy Smoked Seafood Through E-Commerce

Authors

  • Tian Nur Ma'rifat Faculty of Fisheries and Marine Science, Universitas Brawijaya, Indonesia
  • Arief Rahmawan Department of Agro-industrial Technology. Faculty of Science and Technology, Universitas Darussalam Gontor,, Indonesia

DOI:

https://doi.org/10.21111/atj.v7i3.10152

Abstract

The increasingly massive use of e-commerce in Indonesia has encouraged producers of seafood products to market their products through e-commerce. One of the most popular seafood products in Indonesia is smoked seafood. Smoked seafood with unique product quality characteristics and simple production technology have wider marketing potential if marketed through e-commerce. Therefore, to develop smoked seafood products through e-commerce, this study aims to determine the relationship between perceived quality of smoked seafood products and consumer purchase intentions through e-commerce. The data collection method used was through online questionnaire with multiple linear regression analysis. The analysis resulted in the findings that the factor having most influences to the intensity of consumers in buying smoked seafood products through e-commerce is user display. The implication of the results is that attractive user interface on an e-commerce platform can enhance consumers' interest and purchase intensity. Smoked seafood producers who will market their product through e-commerce need to pay attention to the design of product displays and provide a positive user experience to boost sales of their products.

Downloads

Published

2024-05-19

Issue

Vol. 7 No. 3 (2023): Agroindustrial Technology Journal

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The author whose published manuscript approved the following provisions:

1. The right of publication of all material published in the journal / published in the Agroindustrial Technology Journal is held by the editorial board with the knowledge of the author (moral rights remain the author of the script).

2. The formal legal provisions for access to digital articles of this electronic journal are subject to the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0), which means that Agroindustrial Technology Journal reserves the right to save, transmit media or format, Database), maintain, and publish articles without requesting permission from the Author as long as it keeps the Author's name as the owner of Copyright.
3. Printed and electronically published manuscripts are open access for educational, research and library purposes. In addition to these objectives, the editorial board shall not be liable for violations of copyright law.