Ramadhani, Safira Rizkifa and Prastiwi, Wahyu Dyah and Mukson, Mukson (2024) PURCHASE INTENTION AND ATTITUDES OF DKI JAKARTA CONSUMER TO BUY LOCAL FRUIT AT THE TOKOPEDIA E-COMMERCE PLATFORM. Agriekonomika published by Trunojoyo Madura University, 13 (1): 13. pp. 1-13. ISSN 2407-6260

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Abstract

Consumer behavior impacts the consumer to purchase products. This study aimed to analyze the correlation between consumer knowledge and Gelar Buah Nusantara activities towards purchase intentions, and attitudes of consumers of local fruit in Tokopedia. This study was held in October - December 2022, using survey method. 100 samples were taken using purposive sampling techniques. Most consumers were aged 20 – 25 years, women, who work as an employee, have a bachelor's degree, and have a monthly income of IDR 2.000.000-4.999.999. The monthly purchase frequency of local fruit is 1 – 3 times. The result found that consumer knowledge about Gelar Buah Nusantara and the activity had weak correlation with purchase intention of local fruit. Consumer attitudes towards local fruit attributes are positive. It can be concluded that local fruit attributes exceed consumer tastes so that consumers are willing to repurchase.

Keywords: Consumer attitudes, Fishbein analysis, Local fruit, Purchase Intention, Tokopedia

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