Factors affecting consumer’s purchasing decision of vegetables during Covid-19 pandemic in Padang, West Sumatera

The human need for healthy food containing sufficient nutrition for health and increases body immunity is essential during the Covid-19 pandemic. Vegetables and fruits are the primary sources of nutrients rich in vitamins and minerals needed for health. However, people are advised to limit outdoor activities to prevent the virus's spread during this pandemic. It will impact people's efforts to meet their various needs, including the need for vegetables and fruit. This study aimed to observe and analyse what factors affect consumer decisions in purchasing vegetables either online or offline during the Covid-19 pandemic in Padang City The method used is a survey method with a sample of 100 vegetable consumers in Padang city who were selected accidentally. The variables used in the study were product quality, price, easy access to vegetables, the influence of friends and family, age, purchase motivation, and purchase method. The data were analysed quantitatively using multiple regression analysis. The results showed that simultaneously all variables affect purchase decisions. However, partially only four variables significantly influence consumer decisions in buying vegetables during the Covid-19 pandemic, namely ease of access, the influence of friends and family, purchase motivation, and purchasing methods.