Price Dispersions Of Brown Rice Received By Consumers Based On Location Of Seller In Indonesia Through E-Commerce

Abstract Brown rice has many advantages over white rice, and it is thus sold in e-commerce at a higher price than white rice. Consumers who buy the product know that brown rice is offered at various price levels. Consumers can quickly choose products through their preferences by reading descriptions that can be rapidly seen on the mobile screen. Price variations on a particular product type can indicate production and handling costs. Research on brown rice price behavior aimed to investigate and analyze the dispersions of prices in Java and outside Java as online sales attributes. The methods used were a two-sample unpaired t-test and Moderated Regression Analysis (MRA) using numbers of products as moderated variables. The analysis revealed that sales were influenced by store performance, which could be examined from ratings, number of stars, availability of photos and videos, and seller location. The number of products on display did not affect brown rice purchases because consumers who bought brown rice were willing to pay more for a healthier life. The selling price of brown rice was distinct and varied due to differences in location, Java, and outside Java, although markets tend to be perfect. There was price dispersion for the same brand and quantity for e-commerce. The profit expectation of the seller also determined the price variation. Competition with other sellers would constrain price increases if the product did not have special specifications that were very different from similar products in the market.