Understanding Consumers' Intentions to Use E-Commerce in Indonesia

Abstract

The purpose of this study is to investigate the characteristics that impact Indonesian consumers' adoption of e-commerce. The study employs quantitative approaches, with a Google form being used to collect 237 data points, of which 217 may be utilised. SmartPLS 3.0 to conduct statistical testing and data processing to achieve the research objective. The findings of the research show that: (1) the majority of those who use e-commerce services are members of Generation Z, (2) e-commerce is effortless to apply for and very simple to use, (3) it assists in meeting users' needs, resulting in users choosing to use it more frequently in the future, (4) users believe that the payment system in e-commerce is acceptable, resulting in users feeling interested in shopping, and (5) the security policies implemented by e-commerce make users feel more secure while shopping. This study's findings also reveal that attitudes have a positive and statistically significant influence on e-commerce usage, as well as intention to use having a positive and statistically significant influence on e-commerce usage. The conclusion is that Indonesian consumers are now prepared to trade through e-commerce, and service providers should begin to capitalise on the e-commerce platform in order to expand market share.