E-COMMERCE MARKETING MIX FACTORS FOR SAFE VEGETABLE PURCHASE DECISION: THE SECOND ORDER CONFIRMATORY FACTOR ANALYSIS
Keywords:
E-commerce marketing mix factors, Safe vegetable purchase decision, Second order confirmatory factor analysisAbstract
The purpose of this research was to study the e-commerce marketing mix factors in the purchase decision of safe vegetable products by using the second order confirmatory factor analysis. The data of 750 consumers and their safe vegetable consumption were collected on the electronic system based on convenience sampling. The collected data consist of questionnaires with validity and reliability. In terms of product, after-sales service has the highest weighting value if the seller is willing to refund for poor product quality (λy18 = 0.63). In terms of price, offering lower price than other channels have the highest weighting value (λy25 = 0.63). In terms of place, ease of use has the highest weighting value (λy31 = 0.61). In terms of promotion, consistent after-sales follow-up has the highest weighting value (λy44 = 0.62). In terms of personalization, prompt communication with customers when there is a problem has the highest weighting value (λy56 = 0.63). Also, in terms of privacy factor, allowing customers to revoke their consent to be tracked and their data to be retained at any time has the highest weighting value: PRIV04 (λy64 = 0.63). After being tested by convergent validity: AVE and Construct reliability: CR, the weighting values must not be lower than 0.50 and more than 0.60 respectively.References
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