ANALYZING FACTORS INFLUENCING CONSUMERS’ INTENTION TO SHOP AT BLANJA.COM USING A MODIFIED UTAUT 2 MODEL

• Main Author: Anggraini Putri, Dianty
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46251
• Institution: Institut Teknologi Bandung

In 2018, Indonesia becomes the fastest e-commerce growth country in the world. The growth attracts many e-commerce players to conduct their businesses in Indonesia including Tokopedia, Shopee, Bukalapak, Lazada, Blanja.com and others. Not surprisingly, the competition among e-commerce players becomes very competitive. However, in terms of monthly web visits and mobile applications downloads, Blanja.com position is far below from other e-commerce players. Based on the problem, this research aims to analyze factors influencing consumers’ intention/ behavioral intention to shop at Blanja.com by utilizing a Modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) Model. This research will proposed some recommendations considerations for Blanja.com and contribute in growing the academic literature by adding new variables; trust and deal proneness. There are several theories related in this research, including consumer behavior, promotional mix, consumer behavior on Information, Communication, and Technology (ICT), UTAUT Model, and UTAUT 2 Model. The author utilized the UTAUT 2 Model, because it is the most updated theory of technology adoption. In order to create novelties, the author created modifications on the original UTAUT 2 Model based on the research’s needs. Furthermore, based on the literature review, the author proposed a model and hypotheses. In terms of research methodology, this research used a quantitative method by utilizing a questionnaire to gather the data by using Google Forms. The author adopted and modified the questionnaire items from previous studies and conducted validity and reliability tests by using SPSS 26. The results revealed that all the items are valid and reliable. Thus, the questionnaire is ready to be distributed for further data collection. This research utilized a purposive sampling technique in which the characteristics of the respondents are consumers in Indonesia who already shop at e-commerce platforms, but have not used Blanja.com. The author used a Cochran Formula to determine the sample amount which is at least 385. From the questionnaire that has been distributed, there are 412 respondents are declared to meet the respondents requirements. Next, the author processed the respondents data by utilizing SPSS 26 to conduct a multiple linear regression analysis. The findings show that social influence, facilitating conditions, price value, habit, trust, and deal proneness have significant influences on consumers’ intention to shop at Blanja.com. Interestingly, performance expectancy, effort expectancy, and hedonic motivation do not have significant influences on consumers’ intention to shop at Blanja.com. Furthermore, the proposed model has an explanatory power of 30.5% on intention to shop at Blanja.com. Suggestions are formulated based on the significant factors, such as invite a brand ambassador, increase presence in television, create social media gaming programs, add more shipping cost discounts, develop consumer profiling feature, image – based reviews, attractive reviews programs, and gamifications. To sum up the important components, factors that significantly influence the consumers’ intention to shop at Blanja.com are social influence, facilitating conditions, habit, price value, trust, and deal proneness. There are some suggestions for future research which are add new variables, such as perceived risk and also shipping cost discount. Include age, gender, and experience as moderating variables. Furthermore, it will be better for future research to re- test the relationship of hedonic motivation and use 4 Likert Scale.