FACTORS THAT INFLUENCE THE ADOPTION OF MOBILE COMMERCE IN INDONESIA (A CASE STUDY OF FEMALE SMARTPHONE USERS IN JAKARTA, 2014)

Abstract

According to Kusbiantoro (2013), more than 60 percent of Indonesians are connected to the Internet from the mobile phone. Moreover, the trend right now showing an increase of smartphone owning among Indonesian and it said that 95 percent of Indonesian read a review of product from smartphone but only 57 percent that have made a purchase from their smartphone. In general, Indonesian people admit that they love to shop from personal computer instead of mobile device while as we know, 60 percent of internet subscriber in Indonesia is coming from mobile device. This research is aimed to analyze the relationship of performance expectancy, perceived enjoyment, social influence, and trust towards the behavioral intention to adopt mobile commerce in Jakarta. Those four factors were chosen with the consideration of the real existing situation and condition of retail scene in Indonesia. Thus to find the relationship, the author utilized structural equation modeling. Based on the result of the research that captured 230 female respondents whose ages in between 18 to 30 years old that has a smartphone and have made a purchase from their smartphone in Jakarta, all variables are found to be significant towards the adoption of mobile commerce in Jakarta except social influence. Moreover, trust generates the highest influence towards the behavioral intention therefore mobile commerce company must really pay attention towards this.