A STUDY OF FACTORS AFFECTING ONLINE BUYING BEHAVIOR IN JABODETABEK AREA

Abstract

The internet has impacting our life in so many aspects including the way people do business. The internet is now transforms as the world’s largest marketplace. It changes how people do transactions and trade all over the world which reforming the old ways. Shopping can now be done easily and more efficient through the digital market or also known as e-commerce. The majority of people have shifted their preferences and choose to buy products and even services from an e-commerce website rather than shopping directly at the store which make e commerce market emerging and becoming a hot topic these days. In fact, it is reported that Indonesia’s e-commerce industry has growth 17% in the last 10 years. This research is conducted to identify any influence of trust, company reputation, and website quality towards customer’s satisfaction for online buying in Jabodetabek area. This research used three independent variables which are trust, company reputation, and website quality while the dependent variable is the customer satisfaction. The analytical method that is used for this research is quantitative method with purposive sampling. An online questionnaire was spread to acquire the primary data and it resulted with 209 valid respondents that analyzed with multiple regression analysis to test the hypothesis. It is found that all three independent variables which are trust, company reputation and website quality have significant influence towards customer satisfaction for online buying in Indonesia and 55% of changes in the dependent variable are influenced by the three independent variables mentioned in this research.