The Impact of Product Familiarity on the Purchase Behavior of Fruits and Vegetables During Covid-19 Pandemic Heptari Elita Dewi, Anisa Aprilia, Andrean Eka Hardana, Imaniar Ilmi Pariasa, Detta Yusvita Sofianti, Dian Islami Prasetyaningrum
Agricultural Socio Economics, Faculty of Agriculture, University of Brawijaya, Malang
Abstract
This study aimed to examine the effect of consumer^s familiarity on the purchase intention on raw food such as fruits and vegetables in Malang area during the Covid-19 pandemic. There were 176 respondents selected, and the study used the judgment sampling method based on the criteria that the respondents purchased fruits and vegetables at least twice or more, from either online and offline during the pandemic.The statistical tools used were multivariate data analysis with PLS-SEM. The research findings showed that product knowledge had a great influence on product familiarity during the Covid-19 pandemic. The people were increasingly aware of food safety by both traders (producers) and couriers when consumers bought some products online. Also, the consumer^s product familiarity had a positive influence on the purchase intentions. The influence of other people and preference for promotion still became a factor considered by consumers in buying fruits and vegetables. Thus, parties involved in product marketing must prioritize consumer safety by improve product handling continually in accordance with health protocols.
