Integrated Digital Payment, Digital Marketing, and Pricing Perception for Decision Purchase of Fruits and Vegetables E-Commerce

Information technology advancements have made it easier for people to carry out daily tasks such as shopping necessities, including fruits and vegetables that are consumed daily. The objective of this research is assess how online sales affected by digital marketing strategies, payment options, pricing. This study uses quantitative data research. employs descriptive verification analysis its method analysis. A conducted with respondents using questionnaires obtain a description the variables. SmartPLS technique used verify data—an e-commerce fruit vegetable consumer sample 384 respondents. results indicate variables significantly impact purchasing decisions. Digital do not affect prices in e-commerce. variable price does act mediator