The Influence of Electronic Word of Mouth and Risk Perception on the Purchase Intention of Fruits and Vegetables Through E-Commerce
Abstract
In online shopping through E-Commerce, there are obstacles that consumers can experience, including negative comments, incomplete product information, and the risks when buying fruits and vegetables that are perishable and not durable. This study aims to analyze the effect of Electronic Word of Mouth and Perceived Risk on Purchase Intention of fruits and vegetables through E-Commerce in Greater Jakarta. The research method used is quantitative. The sampling technique used was purposive sampling technique. The data analysis technique used SEM-PLS.The results showed that Electronic Word of Mouth has positive and high significance effect on purchase intention of fruits and vegetables through E-Commerce. The strongest indicators are the balance of option and content. Perceived Risk has negative and significant effect on purchase intention of fruits and vegetables through E-Commerce. The strongest indicator is the product risk. Suggestions for fruit and vegetable sellers in E-Commerce to improve the quality of fruit and vegetables, give complete information and pay attention to consumer comments and recommendations.
References
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Widhi Hapsari, I. W., Pramesti, D. A., & Hidayah, N. (2022). Electronic word of mouth dan perceived risk : antecedent keputusan pembelian. House of Management and Business (HOMBIS) Journal, 1(1). https://doi.org/10.26753/hombis.v1i1.763
Atmaja, N. P. C. D., Pratama, I. M., & Manek, D. (2022). Pengaruh Experiental Marketing, E-Service Quality Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Di E-Commerce Lazada Di Kota Denpasar. Jurnal Manajemen Dan Bisnis Equilibrium, 8(2), 310–323. https://doi.org/10.47329/jurnal_mbe.v8i2.975
Comegys, C., Hannula, M., & Váisánen, J. (2009). Effects of Consumer Trust and Risk on Online Purchase Decision-making: A Comparison of Finnish and United States Students. International Journal of Management, 26(2), 295–308. https://www.proquest.com/scholarly-journals/effects-consumer-trust-risk-on-online-purchase/docview/233229441/se-2?accountid=46437
Dai, B., Forsythe, S., & Kwon, W.-S. (2014). The Impact Of Online Shopping Experience On Risk Perceptions And Online Purchase Intentions: Does Product Category Matter? Journal of Electronic Commerce Research, 15(1), 13–24. https://www.proquest.com/scholarly-journals/impact-online-shopping-experience-on-risk/docview/1509202973/se-2?accountid=46437
Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. In The Business & Management Review (Vol. 7, Issue 5, pp. 514–523). Centre for Business & Economic Research. https://www.proquest.com/conference-papers-proceedings/electronic-word-mouth-effects-on-consumers-brand/docview/1817998058/se-2?accountid=46437
Eriza, Z. N. (2017). Peran Mediasi Citra Merek dan Persepsi Risiko pada Hubungan antara Electronic Word of Mouth (E-WOM) dan Minat Beli (Studi pada Konsumen Kosmetik E-Commerce di Solo Raya). Komuniti : Jurnal Komunikasi Dan Teknologi Informasi, 9(1), 14–24. https://doi.org/10.23917/komuniti.v9i1.3501
Faradiba, B., & Syarifuddin, M. (2021). Covid-19: Pengaruh Live Streaming Video Promotion Dan Electronic Word Of Mouth Terhadap Buying Purchasing. Economos : Jurnal Ekonomi Dan Bisnis, 4(1), 1–9. https://doi.org/10.31850/economos.v4i1.775
Janah, N. R., & Suswardji, E. (2021). Pengaruh Citra Merek Dan Electronic Word Of Mouth Terhadap Minat Beli Produk Kecantikan Wardah. Journal of Economic, Bussines and Accounting (COSTING), 4(2), 690–697. https://doi.org/10.31539/costing.v4i2.1729
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Maskuri, M. A., Kurniawan, E. N., Wardani, M. K., & Andriyani, M. (2019). Kepercayaan, Kemudahan Penggunaan Dan Electronic Word Of Mouth Terhadap Minat Beli Online. Jurnal Manajemen Kewirausahaan, 16(2), 139. https://doi.org/10.33370/jmk.v16i2.348
Noyan, F., & Simsek, G. G. (2012). A Partial Least Squares Path Model of Repurchase Intention of Supermarket Customers. Procedia - Social and Behavioral Sciences, 62, 921–926. https://doi.org/10.1016/j.sbspro.2012.09.156
Nurahman, I., & Indrianto, A. P. (2021). Pengaruh electronic word of mouth, kualitas website, reputasi vendor dan persepsi kemudahan transaksi terhadap keputusan pembelian situs online bukalapak di Yogyakarta. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 506–518. https://doi.org/10.31842/jurnalinobis.v4i4.201
Putri, D. F., & Sumaryono, S. (2021). Peran persepsi terhadap electronic service quality dan electronic word-of mouth (e-wom) terhadap intensi pembelian ulang melalui e-commerce. Jurnal Ilmiah Psikologi Terapan, 9(2), 164–171. https://doi.org/10.22219/jipt.v9i2.12933
Seyed Ghorban, Z., & Tahernejad, H. (2012). A Study on Effect of Brand Credibility on Word of Mouth: With Reference to Internet Service Providers in Malaysia. International Journal of Marketing Studies, 4(1). https://doi.org/10.5539/ijms.v4n1p26
Tariq, M., Abbas, T., & Abrar, M. (2017). EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image Asif Iqbal. In Pakistan Administrative Review (Vol. 1, Issue 1).
Widhi Hapsari, I. W., Pramesti, D. A., & Hidayah, N. (2022). Electronic word of mouth dan perceived risk : antecedent keputusan pembelian. House of Management and Business (HOMBIS) Journal, 1(1). https://doi.org/10.26753/hombis.v1i1.763
Published
2026-07-21
How to Cite
HARDANA, Andrean Eka et al.
The Influence of Electronic Word of Mouth and Risk Perception on the Purchase Intention of Fruits and Vegetables Through E-Commerce.
Jurnal Agribisnis Cendekia, [S.l.], v. 3, n. 2, p. 48-56, july 2026.
ISSN 3048-1694.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/jac/article/view/8756>. Date accessed: 02 aug. 2026.
doi: https://doi.org/10.32503/jac.v3i2.8756.
Section
Articles
