THE FACTOR INFLUENCING PURCHASE INTENTION IN ONLINE E-COMMERCE USING TECHNOLOGY ACCEPTANCE MODEL : THE CASE OF BUKALAPAK.

Abstract

Purpose – In this era, developments in the results of shopping technology are no longer carried out in supermarkets, shopping centers, etc. Currently, shopping can also be done online via the internet. There are so many e-commerce in Indonesia, one of which is Bukalapak. This study aims to examine the effect of Website Perceived ease of use, perceived usefulness, trust, reputation, e-wom, and willingness to customize on purchase intention on the Bukalapak Indonesia Website. The independent variables in this study are perceived ease of use, perceived usefulness, trust, reputation, e-wom, and willingness to customize. And the dependent variable is purchase intention. Design - This research used the quantitative method with Snowball sampling technique. A questionnaire as an instrument being spread online via Google Form. It was tested with using statistical software 22 with a total of 452 respondents. The population used for this study were men and women who are the users of Bukalapak website, and Multiple Regression is use to test the hyphothesis. Findings - The result shows that purchase intention in Bukalapak can be influences with a good perceived ease of use, reputation and E-wom. Value – Authors that this the first study, which applies Tam model in Indonesia ecommerce