DOI: https://doi.org/10.14710/agrisocionomics.v5i2.9289

CONSUMER PURCHASING DECISIONS ON PROCESSED FOOD PRODUCTS DURING THE COVID-19 PANDEMIC

*Anisa Aprilia orcid  -  Agribusiness, Agriculture Faculty, Universitas Brawijaya, Indonesia
Heptari Elita Dewi  -  Agribusiness, Agriculture Faculty, Universitas Brawijaya, Indonesia
Andrean Eka Hardana  -  Agribusiness, Agriculture Faculty, Universitas Brawijaya, Indonesia
Imaniar Ilmi Pariasa  -  Agribusiness, Agriculture Faculty, Universitas Brawijaya, Indonesia
Yerho David Hasudungan Harahap  -  Agribusiness, Agriculture Faculty, Universitas Brawijaya, Indonesia
Tissa Permata Prasanti  -  Agribusiness, Agriculture Faculty, Universitas Brawijaya, Indonesia
Open Access Copyright 2021 Agrisocionomics: Jurnal Sosial Ekonomi Pertanian under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract

This study aims to analyze the determinant factors that influence consumer purchasing decisions during the COVID-19 pandemic. Seventy-five respondents were selected with the criteria of having purchased processed food products made from vegetables and fruits online and offline during the COVID-19 pandemic in Malang. The analytical method used was a regression with the logit model. The dependent variable is the purchase decision, while the independent variables used include social trust (related to handling) to merchants, social trust (related to handling) to couriers, positive information (benefit-centered), negative information (risk-centered), labeling, and government support. The results showed that each variable positively influences purchasing decisions, but only one variable has a significant effect, namely labeling. This research suggests that producers can develop marketing for processed food products by adding complete labeling, such as halal labels.

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Keywords: purchasing decisions; food processing; COVID-19 pandemic; logit regression
Funding: Fakultas Pertanian Universitas Brawijaya

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