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https://doi.org/10.46799/ijssr.v4i01.6745
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Analysis(of(Consumer(Repurchase(Intent(on(Organic(
Vegetable(Products(in(the(Modern(Market(
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This5 research5 explores5 the5 commercial5 value5 of5 vegetables,5
especially5 in5 the5 context5 of5 consumers'5 need5 for5 sustainable5
vegetables,5 especially5 during5 the5 COVID-195pandemic.5The5main5
focus5 is5 on5 organic5 vegetables,5 which5 are5 considered5 to5 have5
higher5 nutritional5 value5 and5 are5 free5 from5 harmful5 chemicals.5
Using5the5Theory5of5Planned5Behavior5approach,5this5study5shows5
that5 attitudes,5 subjective5 norms,5 and5 perceptions5 of5 behavioral5
control5 influence5 the5 intention5 to5 repurchase5 organic5 vegetable5
consumers5 in5 Surakarta5 City.5 Other5 variables5 analyzed5 involve5
perceived5value5and5customer5satisfaction.5This5research5method5
is5quantitative5associative,5involving51305respondents5aged520-605
years5who5have5 bought5organic5vegetable5 products5in5 Surakarta5
City.5Analysis5of5data5utilizing5Structural5Equation5Modeling5(SEM)5
through5 smartPLS5 3.05 revealed5 positive5 influences5 of5 attitudes,5
subjective5norms,5perceptions5of5behavioral5control,5and5customer5
satisfaction5on5the5intention5to5make5repeat5purchases.5Perceived5
value5and5 customer5satisfaction5also5 influence5positive5 attitudes5
towards5 organic5 vegetables.5 However,5 the5 findings5 showed5 that5
perceived5value5 did5 not5have5a5 positive5influence5 on5 repurchase5
intent.5 Based5 on5 the5 results5 of5 the5 study,5 practical5 suggestions5
include5increasing5public5inform a tio n5about5the5benefits5of5organic5
vegetables,5 expanding5 availability5 in5 markets5 or5 supermarkets,5
and5actively5promoting5the5health5and5environmental5advantages5
of5 organic5 vegetable5 consumption.5 This5 effort5 is5 expected5 to5
strengthen5consumer5confidence5and5 encourage5the5intention5to5
repurchase5organic5vegetables5in5Surakarta5City.5
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