@misc{eprints76148,
           month = {September},
           title = {PERILAKU KONSUMEN DALAM PEMBELIAN SAYUR SECARA
ONLINE DI ERA NEW NORMAL (KASUS DI BEJANA.ID DI
KOTA BANDAR LAMPUNG)},
          author = {Priska Andini  Talenta },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS PERTANIAN},
            year = {2023},
             url = {http://digilib.unila.ac.id/76148/},
        abstract = {This study aims to analyze (1) the decision-making process, (2) purchasing
patterns, (3) consumer satisfaction with products and services and (4) consumer
loyalty to products and services in purchasing vegetables online at Bejana.id. The
research location in Bandar Lampung City was purposively selected using the
survey method. Sample determination is done by non-probability method with
quota sampling technique. The number of research samples was 45 samples
consisting of 40 B2C consumers (individuals / households) and 5 B2B consumers
(hotels / restaurants / cafes). Data collection was carried out in January-February
2023. The data were analyzed descriptively qualitative and quantitative with
statistics, Customer Satisfaciton Index (CSI) analysis, Importance Performance
Analysis (IPA) and loyalty pyramid. The results showed that (1) consumers buy
vegetables online using the Whatsapp platform through the stages of problem
recognition, information search, alternative evaluation, purchase decision, and
post-purchase behavior, (2) purchases by B2C consumers form a pattern with an
amount of 2.1 bunches or 2.8 packs each week in leaf vegetables with one purchase
reaching Rp50,000.00-Rp100,000.00 with a frequency of once a week, while B2B
consumers buy mostly leaf vegetables, fruit vegetables, and root vegetables which
are bought regularly 3-4 times each week with one purchase reaching
Rp1,000,000.00-Rp3,499,999.00, (3) Bejana.id vegetable consumers are very
satisfied with a CSI value of 84\% with the top priority attributes in quadrant A
according to IPA analysis, namely price compatibility with quality, good physical
appearance, bright colors, and on time delivery and (4) Bejana.id consumers have
good loyalty by forming an inverted loyalty pyramid with the level of switcher buyer
(36\%), habitual buyer (40\%), satisfied buyer (76\%), liking the brand (78\%) and
committed buyer (82\%).
Keywords: decision making, loyalty, purchasing patterns, satisfaction, vegetables.

Penelitian ini bertujuan untuk menganalisis (1) proses pengambilan keputusan, (2)
pola pembelian, (3) kepuasan konsumen atas produk dan layanan serta (4) loyalitas
konsumen dalam pembelian sayuran secara online di Bejana.id. Lokasi penelitian
di Kota Bandar Lampung yang dipilih secara sengaja dengan menggunakan metode
survei. Penentuan sampel dilakukan dengan metode non-probabilitas dengan
teknik pengambilan sampel kuota. Jumlah sampel penelitian sebanyak 45 sampel
yang terdiri dari 40 konsumen B2C (individu/rumah tangga) dan 5 konsumen B2B
(hotel/restoran/kafe). Pengumpulan data dilakukan pada bulan Januari-Februari
2023. Data dianalisis secara deskriptif kualitatif dan kuantitatif dengan statistik,
analisis Customer Satisfaciton Index (CSI), Importance Performance Analysis
(IPA) dan piramida loyalitas. Hasil penelitian menunjukkan bahwa (1) konsumen
membeli sayuran secara online melalui platform Whatsapp melalui tahap
pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian,
dan perilaku pasca pembelian, (2) pembelian oleh konsumen B2C membentuk pola
dengan jumlah sebanyak 2,1 ikat atau 2,8 pack per minggu pada jenis sayuran daun
dengan sekali pembelian mencapai Rp50.000,00-Rp100.000,00 dengan frekuensi
sekali seminggu, sedangkan konsumen B2B paling banyak membeli sayuran daun,
sayuran buah, dan sayuran umbi-umbian secara rutin 3-4 kali per minggu dengan
sekali pembelian mencapai Rp1.000.000,00-Rp3.499.999,00, (3) konsumen
sayuran Bejana.id sangat puas dengan nilai CSI sebesar 84\% dengan atribut
prioritas utama menurut analisis IPA yakni kesesuaian harga dengan kualitas,
penampilan fisik yang baik, warna yang cerah, dan ketepatan waktu pengiriman,
(4) konsumen Bejana.id memiliki loyalitas yang baik dengan membentuk piramida
loyalitas terbalik dengan tingkat switcher buyer (36\%), habitual buyer (40\%),
satisfied buyer (76\%), liking the brand (78\%) dan committed buyer (82\%).
Kata kunci: kepuasan, loyalitas, pengambilan keputusan, pola pembelian, sayur.}
}