The Impact of Consumer Purchase Behavior towards User Purchase at E-commerce (Tokopedia)

Abstract

With the rapid growth of e-commerce, businesses face the challenge of optimizing their strategies to attract and retain customers, while avoiding the common pitfall of burning money due to inefficient practices. Therefore, the treatment for digital customers is different of offline customers. This thesis explores the 7 main factors why users are convenient in shopping via Tokopedia. Through a comprehensive review of literature, the thesis provides insights into the concept of consumers' reasons, needs and why it’s convenient to purchase via Tokopedia. The thesis then tries to give another insight into delivering the best services to its consumers by not only focusing on promotion but from another variable. In particular, the thesis focuses on the impact of trustworthiness, recommendation, promotion, brand ambassador, brand reputation, advertising, and delivery toward consumer purchase using quantitative methods. Quantitative data is obtained through a questionnaire survey with 350 respondents across Jakarta. The thesis will deliver new insights for Tokopedia for the further strategy to not only focus on promotion. The findings of the thesis demonstrate that Tokopedia strategy can focus on developing a more consumer-centric approach bigger than promotion.