Analysis of the influence of internal and external factors on consumer behavior of fresh vegetables in the modern market in Jambi city

Vegetables are an essential need for the human body as a source of vitamins A and C. Consumption of these vegetables is influenced by behavior towards buying fresh vegetables. In this case, the research is aimed at analyzing consumer behavior towards purchasing decisions for fresh vegetables. This research was conducted in modern markets, namely Jambi Town Square (Jamtos) modern market, Jambi prima mall (JPM) Trona, and Meranti. Which was taken purposively, the size of 35 respondents. The data analysis method uses the structural equation model-partial least square (SEM-PLS). The results showed that all the manifest variables used in the variables of internal factors, external factors, moderating variables and consumer behavior variables were valid and reliable, internal factors with manifest variables were educational level, occupation, income level, perceptions had a positive and significant effect on consumer behavior. external factors with the manifest variables of culture, family, environment, social class have a positive effect but do not have a significant effect on consumer behavior, internal factors and external factors have a positive and significant effect on consumer behavior with the moderating variable of fresh vegetables, the moderating variable of fresh vegetables has a positive effect and significant impact on consumer behavior.