Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)

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

Authors
Ahmad Fawaiq Suwanan1, *, Hanna Rachmani Allya1
1Department of Economics, Universitas Negeri Malang, Malang, Indonesia
*Corresponding author. Email: ahmad.suwanan.fe@um.ac.id
Corresponding Author
Ahmad Fawaiq Suwanan
Available Online 16 May 2023.
DOI
10.2991/978-94-6463-178-4_27How to use a DOI?
Keywords
consumer behavior; e-commerce; services; consumer purchase intentions
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 May 2023
ISBN
978-94-6463-178-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-178-4_27How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ahmad Fawaiq Suwanan
AU  - Hanna Rachmani Allya
PY  - 2023
DA  - 2023/05/16
TI  - Investigating the Consumer Behavior of E-Commerce Product and Its Impact on Purchase Intention in Indonesia
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)
PB  - Atlantis Press
SP  - 269
EP  - 276
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-178-4_27
DO  - 10.2991/978-94-6463-178-4_27
ID  - Suwanan2023
ER  -