ANALISIS PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI MITRA GRABMART GRIYA BUAH DENGAN METODE PEMBAYARAN E-WALLET OVO

The increasing Covid-19 outbreak that occurred in Indonesia has caused many MSMEs to close down without any buying and selling transaction activities. This research aims to analyze consumer perceptions in making purchasing decisions using the OVO e-wallet payment method by paying attention to the factors of store image, service quality and convenience. This research was carried out from September 2022 to March 2023. The sampling technique used in the research This is purposive sampling. The analysis used in this research was Partial Least Square - Structural Equation Modeling (PLS-SEM) with a total of 48 respondents. The results of the research show that there are certain factors that consumers have in making product purchasing decisions at Mitra Grabmart Griya Buah which are proven to have an influence, the influence of store image on the decision to purchase Griya Buah products has not been one of the influencing factors, the influence of service quality on product purchasing decisions at Griya Buah has a positive influence. The OVO e-wallet has proven to be quite popular in transaction activities via Grabmart both online and offline and the Griya Buah Shop is expected to continue to maintain the positive shopping experience felt by consumers