•  
  •  
 

Abstract

The rapid expansion of e-Commerce in Indonesia has revolutionized consumer behavior, shifting preferences from traditional retail to the dynamic world of online shopping. This paradigm shift necessitates a deep understanding of consumer online buying behavior, which unfolds in two critical stages: initial purchase intention and the all-important repurchase intention. The latter is a key determinant of e-Commerce success, reflecting customer loyalty and the overall health of an online business. This research delves into the significant factors driving Indonesian consumers' online repurchase intentions, employing a robust quantitative methodology. A comprehensive survey was conducted with 200 e-commerce shoppers, utilizing both email and printed questionnaires, and analyzed using Structural Equation Modeling (SEM). Our findings reveal that Indonesian e-customers are distinctly driven by novelty, quality, price, and convenience. These orientations significantly enhance online repurchase intentions. Moreover, factors such as brand trust and prior online purchase experience also play crucial roles in fostering customer loyalty. This study not only highlights the critical elements that boost customer online repurchase intention but also offers actionable insights for e-commerce platforms aiming to thrive in Indonesia's rapidly evolving market.

Bahasa Abstract

Pesatnya ekspansi e-Commerce di Indonesia telah merevolusi perilaku konsumen, mengubah preferensi dari ritel tradisional ke dunia belanja online yang dinamis. Pergeseran paradigma ini memerlukan pemahaman mendalam tentang perilaku pembelian online konsumen, yang terbagi dalam dua tahap penting: niat membeli awal dan niat membeli kembali. Hal terakhir ini merupakan faktor penentu keberhasilan e-Commerce, yang mencerminkan loyalitas pelanggan dan kesehatan bisnis online secara keseluruhan. Penelitian ini menyelidiki faktor-faktor signifikan yang mendorong niat pembelian ulang online konsumen Indonesia, dengan menggunakan metodologi kuantitatif yang kuat. Survei komprehensif dilakukan terhadap 200 pembeli e-commerce, menggunakan email dan kuesioner cetak, dan dianalisis menggunakan Structural Equation Modeling (SEM). Temuan kami mengungkapkan bahwa pelanggan elektronik di Indonesia didorong oleh hal-hal baru, kualitas, harga, dan kenyamanan. Orientasi ini secara signifikan meningkatkan niat pembelian kembali secara online. Selain itu, faktor-faktor seperti kepercayaan merek dan pengalaman pembelian online sebelumnya juga memainkan peran penting dalam menumbuhkan loyalitas pelanggan. Studi ini tidak hanya menyoroti elemen-elemen penting yang meningkatkan niat pembelian ulang pelanggan secara online, namun juga menawarkan wawasan yang dapat ditindaklanjuti untuk platform e-commerce yang ingin berkembang di pasar Indonesia yang berkembang pesat.

References

Ajzen, I. & Fishbein, M. (1980) Understanding Attitudes and Predicting Social Behavior Englewood Cliffs, NJ: Prentice-Hall.

Amir Karimuddin. (2014, February 4). Asia Pasifik Jadi Kawasan E-Commerce B2C Terbesar di Dunia Tahun 2014. DailySocial.http://dailysocial.net/post/asia-pasifik-jadi-kawasan-e-Commerce-b2c-terbesar-di-dunia-tahun-2014

APJII, 2023. The Profile of Indonesian Internet Users: Editor Dr. Ir Didit Herawan MBAJakarta:

Aplikasi Pesan Singkat Digunakan untuk e-commerce. (2014, November 26). Indotelko.com. http://www.indotelko.com/kanal?c=id&it=Transaksi-e-Commerce-akan-Tembus-US-24-miliar

Aris Ariyanto. (2024). The Influence of Shopping Orientation, Online Trust, and Purchasing Experience on Purchasing Interests Back Through Consumer Satisfaction. Formosa Journal of Multidisciplinary Research, 3(5), 1689–1712. https://doi.org/10.55927/fjmr.v3i5.9235

Baharuddin, T. (2023). Online political trust in Anies Baswedan and Ganjar Pranowo: Who is the new potential candidate?. Politik Indonesia: Indonesian Political Science Review, doi: 10.15294/ipsr.v8i2.42755

Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98-105.

Boston Consulting Group. 2022. What the Data Tells Us About Digital Transformation, by Industry. The Boston Consulting Group Inc

Busler, M. (2000). “The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent, and brand beliefs”. Journal of Advertising

Chen, K., Zhang, W., Jiang, P. (2022). Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students. Behavioral science, doi: 10.3390/bs12120499

Dowthwaite, L., Vallejos, E.P., Portillo, V., Patel, M., Zhao, J, and Creswick, H.. (2023). An Exploration of how Trust Online Relates to Psychological and Subjective Wellbeing. In Proceedings of the First International Symposium on Trustworthy Autonomous Systems (TAS '23). Association for Computing Machinery, New York, NY, USA, Article 13, 1–13. https://doi.org/10.1145/3597512.3599708

Ellis, J.M., Helaire, L.J. A Theory of Reasoned Action Approach to Examining Academic Help-Seeking Behaviors Among Adolescents in a College Readiness Program. Urban Rev 53, 164–191 (2021). https://doi.org/10.1007/s11256-020-00549-z

Essila, J C. (2018, January 1). The Dynamics of Electronic Supply Chains and Enterprise Resource Planning Systems: The New Business Challenge. RELX Group (Netherlands). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3275625

Gefen, D. and Straub, D.W. (2004), “Consumer trust in B2C e‐commerce and the importance of social presence: experiments in e‐products and e‐services”, Omega, Vol. 32, pp. 407‐24.

Gehrt, K.C., Onzo, N., Fujita, K. and Rajan, N.R. (2007). “The emergence of internet shopping in Japan: identification of shopping orientation-defined segment”,Journalof Marketing Theory and Practice.

Goyal, T M., & Morgan, P J. (2023, February 6). Benchmarking Adoption of E-commerce across the G20 Members. https://doi.org/10.56506/zpbp8689

Ha, H., & Chuah, C P. (2023, May 15). Digital economy in Southeast Asia: challenges, opportunities and future development. , 23(1), 19-35. https://doi.org/10.1108/seamj-02-2023-0023

Hagger, M. S. (2019). The reasoned action approach and the theories of reasoned action and planned behavior. In D. S. Dunn (Ed.), Oxford Bibliographies in Psychology. New York, NY: Oxford University Press. doi: 10.1093/OBO/9780199828340-0240

Harris, L.C. and Goode, M. (2004), “The four levels loyalty and the pivotal role of trust: a study of online loyalty, trust, satisfaction, value, and service quality”, Journal of Retailing, Vol. 80 No. 2, pp. 139-58.

Hashem, M. K., Ruiz-Mafé, C., & Curras-Perez, R. (2024). Do Customer Orientation Strategies Drive an Excellent Customer Experience?: The Case of Abu Khader Automotive. In B. Barbosa (Ed.), Marketing Innovation Strategies and Consumer Behavior (pp. 175-198). IGI Global. https://doi.org/10.4018/979-8-3693-4195-7.ch008

Indani, F. T. ., Andriani, J. ., & Wahyuningsih, A. . (2023). Pengaruh Kepercayaan Terhadap Online Repurchase Intention: Intermediary Trust dan Seller Trust. Jurnal Ekonomika Dan Bisnis, 3(3), 396–403. https://doi.org/10.47233/jebs.v3i3.1158

Irawan, I C. (2020, March 9). Analisis e-marketing terhadap keputusan pembelian konsumen secara online. , 9(2), 247-247. https://doi.org/10.14414/jbb.v9i2.1907

Jayawardhena, C. Wright, L.T and Dennis C. (2007). “Consumer online: Intention, Orientation and Segmentation”, International Journal of Retail & Distribution Management.

Jiang, Y., Liao, J., Pang, J, Hu., H-L. (2023). Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience. Frontiers in Psychology, doi: 10.3389/fpsyg.2023.1014825

John, A., Mathew, J., & Nair, S. (2024). Role of E-Shopping Orientation and Trust in predicting Impulsive Buying Behaviour: A Study Based on members of Generation Y in India. Journal of Quantitative Methods for Economics and Business Administration, 37, 1–10. https://doi.org/10.46661/rev.metodoscuant.econ.empresa.6098

Kim, E. Y., & Kim, Y. K. (2004). Predicting online purchase intentions for clothing products. European journal of Marketing, 38(7), 883-897.

Kramer, R. M. (1999). Trust and distrust in organizations: Emerging perspectives, enduring questions. Annual review of psychology, 50(1), 569-598.

Kumar, S., Rawat, K., Babu, P., & Mathew, R. (2024). Factors Influencing Purchase Intention of Online Shopping Customers: A Review of the Existing Literature. In F. Sahin & C. Soylemez (Eds.), Globalized Consumer Insights in the Digital Era (pp. 186-208). IGI Global. https://doi.org/10.4018/979-8-3693-3811-7.ch009

Laroche, M., Teng, L., Michon, R., & Chebat, J. C. (2005). Incorporating service quality into consumer mall shopping decision making: a comparison between English and French Canadian consumers. Journal of Services Marketing, 19(3), 157-163.

Lim, K. H., Sia, C. L., Lee, M. K., Benbasat, I. (2001). How do I trust you online, and if so, will I buy?: An empirical study on designing Web contents to develop online trust. The University of British Columbia.

Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers‟ online purchase intention. International Business Research, 3(3), P63.

Luo, X., & Lee, J J. (2018, October 31). The Effect of Post-Purchase Discount Format on Consumers’ Perception of Loss and Willingness to Return. Korean Distribution Science Association, 5(4), 101-105. https://doi.org/10.13106/jafeb.2018.vol5.no4.101

Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

McKnight, D.H. and Chervany, N.L. (2001), “What trust means in e‐commerce customer relationships: an interdisciplinary conceptual typology”, International Journal of Electronic Commerce, Vol. 6 No. 2, pp. 35‐59.

Orr MG, Thrush R, Plaut DC (2013) The Theory of Reasoned Action as Parallel Constraint Satisfaction: Towards a Dynamic Computational Model of Health Behavior. PLOS ONE 8(5): e62490. https://doi.org/10.1371/journal.pone.0062490

Peshko S.I. (2022). Financial risk management tools for retail industry corporations in conditions of economic instability. Economics and Management . 2022;28(5):511-518. https://doi.org/10.35854/1998-1627-2022-5-511-518

Pratiwi, K D. (2022, March 30). E-Commerce and Economic Growth in Indonesia: Analysis of panel Data Regression. 7(1), 171-186. https://doi.org/10.14710/gp.7.1.2022.171-186

Purnami, N.M. (2023). Trust Transfer in Online Transportation. Eksis: Jurnal Riset Ekonomi Dan Bisnis, 18(1), 19 -26. https://doi.org/10.26533/eksis.v18i1.1210

Ranganathan, C., & Jha, S. (2007). Examining online purchase intentions in B2C e-commerce: testing an integrated model. Information Resources Management Journal (IRMJ), 20(4), 48-64.

Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757.

Seiders, K.B. & Berry, Leonard & Gresham, Larry. (2000). Attention, retailers! How convenient is your convenience strategy?. Sloan management review. 41. 79-89.

Shang, B., & Bao, Z. (2020, September 29). How Repurchase Intention Is Affected in Social Commerce?: An Empirical Study. Taylor & Francis, 62(2), 326-336. https://doi.org/10.1080/08874417.2020.1812133

Ursavaş, Ö.F. (2022). Theory of Reasoned Action. In: Conducting Technology Acceptance Research in Education . Springer Texts in Education. Springer, Cham. https://doi.org/10.1007/978-3-031-10846-4_2

Verhagen, T., Meents, S., & Tan, Y. H. (2006). Perceived risk and trust associated with purchasing at electronic marketplaces. European Journal of Information Systems, 15(6), 542-555.

Vijayasarathy, L.R., & Jones, J.M. (2000) „Intentions to shop using Internet catalogues: Exploring the effect of the product types, shopping orientations, and attitudes toward computers‟, Electronic Market

World Marketing Congress, University of Cardiff, Wales. World Marketing Congress, University of Cardiff, Wales.

Wu, J.J. and Cheng, Y.S. (2005), “Towards understanding members’ interactivity, trust, and flow in online travel community”, Industrial Management & Data Systems, Vol. 105 No. 7, pp. 937‐54.

Yolanda, M., & Putri, H M. (2021, January 1). Analysis of Factors That Affect the Repurchase Intentions on Online Shopping Sites. Atlantis Press. https://doi.org/10.2991/aebmr.k.210616.085

Yousafzai, S.Y., Pallister, J.G. and Foxall, G.R. (2003), “A proposal model of e‐trust for electronic banking”, Technovation, Vol. 23, pp. 847‐60.

Download

Share

COinS