Analysis of Factors Affecting Purchase Intention on Smart Portable Garden in Indonesia: PLUS Study Case
Abstract
During mobility restrictions to prevent the COVID – 19, people tend to start new hobbies to eliminate boredom and one of the hobbies is urban farming. Refer to Amanda (2021), urban farming increase is represented by the increase of seed sales that reach five times during pandemic. According to the researcher’s preliminary survey, the newbie urban farmer hobbyists faced issues such as lack the time, knowledge, and proper space to do urban farming properly. Therefore, the researcher and team develop a portable smart garden that is supported by internet of things technology to solve the newbie urban farmer’s problem. Global market of the smart portable garden is growing but in Indonesia the similar products still not popular. Hence, research about purchase intentions toward smart portable gardens in Indonesia is conducted to grab the opportunity for related products in Indonesia. This research adapts the theories that project the customer purchase intention. Current research implements quantitative research methods through questionnaire distribution and analysis using PLS - SEM. Study result shows that purchase intention influenced by customer attitude, product pricing, perceived behavioural control, and environmentally conscious purchasing. Current research is expected to help entrepreneurs develop their businesses.
References
Andriyawan, D. (2021). Buruan SAE, Konsep Urban Farming Lengkap Ala Kota Bandung Sukses Datangkan Cuan. Retrieved January 16, 2022, from https://bandung.bisnis.com/read/20210914/549/1442058/buruan-sae-konsep-urban- farming-lengkap-ala-kota-bandung-sukses-datangkan-cuan
Angkouw, P. J., & Rumokoy, F. S. (2016). Analysis of Consumer Behavior On Purchase intention of Counterfeit Shoes in Manado. Jurnal EMBA, 4(1), 1126 - 1136.
Bagher, A. N., Salati, F., & Ghaffari, M. (2018). FACTORS AFFECTING INTENTION TO PURCHASE ORGANIC FOOD PRODUCTS AMONG IRANIAN CONSUMERS.
Academy of Marketing Studies Journal, 22(3), 1-2.
Balqiah, T. E., Pardyanto, A., Astuti, R. D., & Mukhtar, S. (2020). Understanding how to increase hydroponic attractiveness: Economic and ecological benefit. Online: E3S Web of Conferences.
Chen, H., Tong, X., Tan, L., & Kong, L. (2020). Consumers’ acceptability and perceptions toward the consumption of hydroponically and soil grown broccoli microgreens. Journal of Agriculture and Food Research, 2(100051), 5.
Diventy, A. H., Rahadhini, M. D., & Triastity, R. (2020). THE ROLE OF DIGITAL MARKETING ON PURCHASE INTENTION AND PURCHASE DECISIONS AT
KOPI SI BUDI SURAKARTA. Chengdu: The 3rd International Conference on Techonolgy, Education, and Social Science 2020.
Dorman, C. F., Elith, J., Bacher, S., Buchmann, C., Carl, G., Carré, G., . . . Lautenbach, S. (2013). Collinearity: a review of methods to deal with it and a simulation study evaluating their performance. Ecography, 27 - 28.
Eichhorn, T., & Meixner, O. (2020). Factors Factors Influencing the Willingness to Pay for Aquaponic Products in a Developed Food Market: A Structural Equation Modeling Approach. Sustainability, 12(3475), 4-14.
Ghazali, I., Rashid, S. H., Dawal, S. Z., Aoyama, H., Tontowi, A. E., & Ghazilla, R. A. (2018). Green Product Preferences with Respect to Cultural Influences: Empirical Study in Indonesia. International Journal of Automation Technology, 12(6), 842-849.
Joe F. Hair Jr., M. C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory. Journal of Business Research, 101 -110.
Nursantio, M., Thohari, E. S., Pakpahan, A., & Soegiri, E. W. (2020). URBAN FARMING DAN ALTERNATIF SISTEM PANGAN BERKELANJUTAN PASCA PANDEMI COVID-19.
Retrieved January 24, 2022, from http://pojokiklim.menlhk.go.id/read/urban-farming- dan-alternatif-sistem-pangan-berkelanjutan-pasca-pandemi-covid-19
Piyanoot Kamalanon, J.-S. C.-T.-Y. (2022). “Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior. Sustainability, 2 - 28.
Sharma, G. (2017). Pros and cons of different sampling techniques. International Journal of Applied Research, 749 - 752.
Tina Mainieri, E. G. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 189 - 204.
Urban farming: people preference towards verticulture model in small housing type- settlements in Malang as sustainable landscape movement. (2017). Bogor: IOP Publishing.
Widiyarti, Y. (2020). Urban Farming, Hobi yang Semakin Diminati selama Pandemi Covid-
19. Retrieved March 1, 2022, from https://gaya.tempo.co/read/1390321/urban-farming- hobi-yang-semakin-diminati-selama-pandemi-covid-19
Wigraha, D. A. (2020). Mengenal Metode Urban Farming untuk Hobi Baru Saat Pandemi. Retrieved March 1, 2022, from https://review.bukalapak.com/hobbies/urban-farming-
112504
Wijekoon, R., & Sabri, M. F. (2021). Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework. Sustainability, 13(6219), 20-21.
Wong, K. K.-K. (2013). Partial least square structural equation modeling (PLS-SEM) techniques using. Marketing Bulletin, 1 - 32.
