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

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.