Proceedings of the 2022 Brawijaya International Conference (BIC 2022)

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Analysis of Product Attributes and Consumers’ Satisfaction on Buying Vegetables Using E-commerce Platform During Covid-19

Authors
Condro Puspo Nugroho1, Destyana Ellingga Pratiwi1, *, Nunuk Wulandari1
1University of Brawijaya, Malang, Indonesia
*Corresponding author. Email: pratiwi.fp@ub.ac.id
Corresponding Author
Destyana Ellingga Pratiwi
Available Online 30 April 2023.
DOI
10.2991/978-94-6463-140-1_16How to use a DOI?
Keywords
e-commerce; user-generated content; Naïve Bayes; consumer satisfaction; commodity
Abstract

The restrictions on face-to-face activities due to Covid-19 have caused a shift in people’s shopping behavior from in-store to online shopping. This condition was also influenced by the rapid development of technology today. Agricultural products, especially vegetables, have also become one of the product groups that have begun to be widely traded online during the Covid-19 pandemic. The purpose of this study is to identify the vegetable attributes considered by consumers and the performance of each attribute on consumer satisfaction through consumer reviews or user-generated content. The method used is descriptive analysis and Naive Bayes. This study uses a purposive sampling method with a total sample of 567 reviews with a rating of 1–3 classified as negative and a rating of 4–5 classified as positive. The results of the study indicate that the overall attributes that are considered and have a positive performance or are considered satisfied by consumers are product attributes, price attributes, and service attributes.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 Brawijaya International Conference (BIC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 April 2023
ISBN
10.2991/978-94-6463-140-1_16
ISSN
2352-5428
DOI
10.2991/978-94-6463-140-1_16How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Condro Puspo Nugroho
AU  - Destyana Ellingga Pratiwi
AU  - Nunuk Wulandari
PY  - 2023
DA  - 2023/04/30
TI  - Analysis of Product Attributes and Consumers’ Satisfaction on Buying Vegetables Using E-commerce Platform During Covid-19
BT  - Proceedings of the 2022 Brawijaya International Conference (BIC 2022)
PB  - Atlantis Press
SP  - 156
EP  - 168
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-140-1_16
DO  - 10.2991/978-94-6463-140-1_16
ID  - Nugroho2023
ER  -