UNDERSTANDING FACTORS INFLUENCING THE INTENTION IN USING E-COMMERCE AS B2B AND B2C MARKETING MEDIA: A CASE STUDY OF SMALL AND MEDIUM FASHION ENTERPRISES IN BANDUNG

• Main Author: Farahiyah, Adita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38419
• Institution: Institut Teknologi Bandung

Digital development encourages people to use e-commerce platforms when looking for products and shopping. Fashion is a commodity that dominates e-commerce. One of the creative cities in Indonesia that develops its fashion sector is Bandung. Fashion businesses in Bandung have expanded to e-commerce, allowing them to reach consumers from all regions in Indonesia. Fashion businesses in Bandung does not only sell their products to consumers, but also resellers from various regions. Hence, although the e-commerce competition is still focused on the consumer sector, there are potential opportunities for businesses to move in the B2B segment as well. Amid the fast-moving and competitive business environment, fashion businesses in Bandung need to understand the factors that significantly affect their customers to shop on e-commerce, both consumers and resellers. The author aims to explore factors influencing the intention in using e-commerce in the B2B and B2C segment and the differences between factors influencing the intention of customers, suppliers, and resellers. The author uses DeLone and McLean IS Success Model, Unified Theory of Acceptance and Use of Technology, and Unified Theory of Acceptance and Use of Technology 2 to understand the factors. Previous literatures have revealed that variables in these models significantly influence the behavioral intention of users to purchase in e-commerce platforms. This research used quantitative method and sampled 454 respondents that have used e-commerce platforms for purchasing in fashion category from Bandung. Qualitative method, specifically case study method, is also used in this research by using four cases of small and medium fashion enterprises in Bandung and their resellers. A cross-case analysis is done to compare results of each case. The result of this research shows that only performance expectancy and habit proved as significant factors influencing the intention of consumers on e-commerce. Meanwhile, the qualitative analysis shows that almost all variables have impacts on the intention of suppliers and resellers in using e-commerce. In the cross-case analysis, the author adjusted the framework for analyzing intention of suppliers in using e-commerce by proposing a new variable, marketing benefit, derived from the findings on the individual cases.