Factors influencing consumers decision to online repurchase fresh meat

Abstract

After the Covid-19 pandemic, technological advancements have altered the mechanisms for online purchases. The presence of digital platforms today enables sellers and buyers to conduct transactions not limited by space or time. This study aims to analyze the factors influencing consumers' decision for repurchasing fresh meat online. This research was conducted from May until June 2022 using observation and survey methods. The sample was housewives living in Denpasar City and Badung Regency, Bali Province. The sample was selected using a purposive sampling method, with the criteria of having a smartphone and history of purchasing fresh meat online. Data was collected by distributing questionnaires prepared in advance using a Likert scale. The collected data were analyzed by multiple linear regression. The results showed that trust and efficiency factors influenced online fresh meat repurchases with a significant level of 5% (p<0.05). At the same time, product quality, ease of transaction, and service quality had an effect with a significant level of 1% (p< 0.01). It indicates that trust, product quality, ease of transaction, service, and efficiency influence consumers' decision to repurchase fresh meat online.