Determinant of Online Shopping Behavior in Indonesia

Authors

  • Minrohayati ‎
  • Devi Ayuni
  • Andy Mulyana

Abstract

In this instant era, thepeopleusually want to get things easily and in a simple way. For examples in shopping, the buyers no longer need to come to the physical stores where the productsthey want are sold. More than 3.8 billion people worldwide use the internet where the number has increased by 38 million since January 2017. This huge increase indicates that internet penetration worldwide has reached 51%, or arguably more internet users than those who do not use the internet. Of 3.8 billion people, 2.9 billion actively use social media. Of a total of 2.9 billion social media users, around 2.6 billion access their social media through mobile phones. In connection with online shopping practices in Indonesia and previous researches, the purpose of this study was to get an idea on the extent to which customer attitudes may serve as the causes ofcustomer satisfaction and trust and the impact on customer online repurchase intention. The data  were collected by non- probability sampling. The sampling wasdonebya combinationof purposive sampling and convenience sampling. The data wereanalyzedusing Structural Equation Modeling (SEM). The results showed that customer attitude had a significant effect on customer satisfaction; customer attitude had no significant effect on customer trust; customer satisfaction produced a significant effect on customer trust; customer satisfaction generated a significant effect on customer repurchase intention;and customer trust had a significant effect on customer repurchase intention.

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Published

2020-02-05

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Section

Articles