Minat Beli Masyarakat Palembang Terhadap Pembelian Jajanan Jadul Melalui Website E-Commerce

Nur Hasana, Mirza Putri Andita, Iksan Kamil

Abstract


The buying patterns of people in Palembang indicate a high interest in food, particularly unique snacks at affordable prices. Some people are still searching for nostalgic snacks they used to consume, such as Mie Gemez and Coklat Koin. However, the difficulty in finding these nostalgic snacks has led them to shift to viral snacks that are easier to find and purchase on online platforms. This study aims to analyze the purchase intention of people in Palembang regarding the purchase of nostalgic snacks through e-commerce websites. Data were collected through a questionnaire distributed to 134 respondents who live in Palembang, from which 133 were selected as the sample of the research based on specific criteria. The questionnaire included both closed and open-ended statements to obtain better data analysis results. This research employs descriptive quantitative analysis to analyze the data obtained from the questionnaire. The results indicate that the purchase intention of people in Palembang for nostalgic  snacks on e-commerce is quite high, reaching 90%. However, only 44% of respondents still consume nostalgic snacks to this day. This study provides insights for e-commerce players in developing effective marketing strategies to attract consumer interest in Palembang.


Keywords


E-Commerce; Online Buying; Purchase Intention; Traditional Snacks

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DOI: https://doi.org/10.36080/jem.v14i1.3309

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