FACTORS INFLUENCING CUSTOMERS’ PURCHASE THROUGH E-COMMODITY PURCHASE IN INDONESIA

Abstract

This research is about factors influencing customers’ purchase through e- commerce commodity purchase in Indonesia. Nowadays the speed of technology development is more than image. Technology is changing everything, including the traditional shopping style, electronic commerce commodity purchase. The researcher made this study in the single university, President University in Indonesia. According to the theory of reasoned action (TRA) to come up with three factors, namely demographic characteristics, attitudes towards e-commerce commodity and e-commerce commodity purchase perception which influencing customers’ behavioral intentions, then give indicators to find out whether the factors affect traditional shopping has the similar influence on e-commerce commodity purchase. There are 86 respondents in the research for questionnaire which is making use of gathering information necessary. The researcher takes advantage of factor analysis, weighted mean to analyze the data. At the end of the research and plus the existing research already shows that customerare still prefer traditional shopping ways, because they do not totally trust e-commerce commodity purchase. However, that does not mean that customers resist the technological trend. Customers’ attitude is very open towards e-commerce commodity purchase. What is more, most customers are able to purchase whatever they need through e-commerce commodity purchase. There are four factors that influence e-commerce commodity purchase effectively. Obviously that e-market is under development, so more humanity would bring success to E-retailers or potential investors.