Factors Affecting Intention to Make Purchasing Through E-Commerce in Indonesia

Abstract

Electronic commerce, or "e-commerce," is the term used to describe all sales and purchases made using electronic media, mostly websites and applications. With the growth of digital interactions, it is more important than ever to understand the subtleties of e-commerce purchasings. With an emphasis on Indonesia, where online purchase is becoming more and more popular, this study attempts to pinpoint the critical factors that affect customers' decision to interact with e-commerce platforms. This study looks at the variables impacting customer behaviour in the platforms using a quantitative research methodology. The results, which cover social risk, financial risk, product risk, and social impact, are important components. When it comes to purchasing, trust is an important consideration, especially in a market where worries about online fraud are prevalent. Furthermore, studies show that an easy-to-use interface increases the probability that customers will make a purchase since it promotes trust and contentment. The variety of products offered and the allure of pricing packages impact customer decisions as well, highlighting the necessity for e-commerce suppliers to adopt a holistic strategy. The research provides an overview of Indonesia's e-commerce scene and makes suggestions for merchants looking to improve consumer happiness and build a strong online presence