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