Investigating the Consumer Behavior of E-Commerce Product and Its Impact on Purchase Intention in Indonesia

Ahmad Fawaiq Suwanan () and Hanna Rachmani Allya
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Ahmad Fawaiq Suwanan: Universitas Negeri Malang, Department of Economics
Hanna Rachmani Allya: Universitas Negeri Malang, Department of Economics

A chapter in Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022), 2023, pp 269-276 from Springer

Abstract: Abstract E-commerce has changed the pattern of people’s habits in general, which in the past the buying and selling process was only carried out directly, but with the existence of e-commerce, the buying and selling process can be done online. The purpose of this study is to analyze consumer behavior on e-commerce product and its impact on purchasing decisions. The method used in this study is quantitative, using a questionnaire and data analysis calculated with the Partial Least Square - Structural Equation Model (PLS-SEM). The study sample was 394 respondents from nine provinces in Indonesia. Based on the analysis, the benefits provided by e-commerce, convenience, and fast service have a significant effect on consumers’ purchasing intentions of e-commerce products. Meanwhile, trust and reviews have no relationship with the intensity of e-commerce purchases. In maintaing sustainable e-commerce growth, digital economic and business actors should consider that societies will purchase e-commerce product if only the e-commerce platform provide benefit, convenience and fast response to their consumer. The existance of affiliator or influencer has no correlation with the consumer’s decision to purchase.

Keywords: consumer behavior; e-commerce; services; consumer purchase intentions (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-178-4_27

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DOI: 10.2991/978-94-6463-178-4_27

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