Online shopping of organic food is something new and currently developing in Indonesia. So, many factors were considered by potential consumers before doing their purchase decision. Therefore, online marketers of organic food need to understand consumer purchase behavior to survive in this industry. Based on UTAUT theory, this study aims to examine the impact of social influence variable on online purchase behavior of organic food in Indonesia. The concept of social influence was broadened into reference group and e-WOM dimension. Online survey was conducted toward 200 respondent using purposive sampling technique. Then, the data was analyzed with Structural Equation Modeling (SEM) using LISREL software. The results indicate that social influence has indirect impact on online purchase behavior through the mediation of perceived value, perceived trust, attitude, and online purchase intention. On the other hand, perceived risk has no significant effect on online purchase behavior. Several recommendations are presented to help online marketers of organic food develop their business using social influence perspective.

Keyword: Online Purchase, Organic Food, SEM, Social Influence, UTAUT