Abstract:
Purpose – E-commerce is a fast-growing industry in Indonesia. But the ratio of
purchase done offline is still too far greater than the purchase done online.
Therefore, the purpose of this study is to identify the factors affecting the purchase
decision of e-commerce customers in Greater Jakarta, mediated by the variable
purchase intention.
Design/methodology/Approach – A survey containing several questionnaires are
spread as the instrument by employing the purposive snowball sampling method.
The questionnaires are spread to 300 people in Greater Jakarta aged between 19 –
39 years old. The data collected were analyzed with structural equation model.
Findings – This research finds that perceived risk doesn’t affect purchase inention
while perceived benefit, trust, and brand image have a positive impact on purchase
intention. Purchase intention has a positive impact on the purchase decision for ecommerce
customers.
Practical Implications – It is important to note that perceived benefit, trust, and
brand image are strong drivers of purchase intention, which will affect the purchase
decision. E-commerce companies may develop their strategy to increase customer
purchase decision by managing those variables.
Originality Value – The framework of this study is the first to be applied in the ecommerce
industry in Greater Jakarta, targeting people aged 19 – 39 years old.
