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

Condro Puspo Nugroho, Destyana Ellingga Pratiwi () and Nunuk Wulandari
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Condro Puspo Nugroho: University of Brawijaya
Destyana Ellingga Pratiwi: University of Brawijaya
Nunuk Wulandari: University of Brawijaya

A chapter in Proceedings of the 2022 Brawijaya International Conference (BIC 2022), 2023, pp 156-168 from Springer

Abstract: 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.

Keywords: e-commerce; user-generated content; Naïve Bayes; consumer satisfaction; commodity (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-140-1_16

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