FACTORS INFLUENCING PURCHASE BEHAVIOR AND PURCHASE INTENTION PRODUCTS ON E- COMMERCE PLATFORM IN INDONESIA

Abstract

In today’s extending long-term relationships with consumers is essential and important for the success and survival of producers in the current competitive and changing business climate where the influence of retailers and the amount of consumer demand are always rising. Consumers in industrialized nations have changed their lifestyles to become accustomed to utilizing the Internet and benefiting from e-commerce. Therefore, this research aims to examine Factors Influencing Purchase Behaviour and Purchase Intention Products on E-commerce Platform in Indonesia. This research has 5 variables X such as Ease of Use, Trust, Product Variety, Risk, and Product Quality that influence Purchase Behaviour mediated by Purchase Intention. Quantitative method uses in this research with questionnaire to collect the data. Questionnaire are distributed online for gen z that use e-commerce in jabodetabek area. Respondent data from this study was valid, 121 valid respondents met the criteria. To analyze the data, the researcher used PLS-SEM to analyze the data and test the hypothesis. 5 of 11 hypothesis are accepted in this study. The research recommends that research on purchase behavior is important to know the behave of the consumer.