CUSTOMER DIGITAL DECISION JOURNEY RESEARCH ON E-COMMERCE PLATFORMS IN INDONESIA

• Main Author: Wilson Tanubrata, Eric
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49362
• Institution: Institut Teknologi Bandung

Indonesia will be influenced by the rise of digital business and digital technology and it will affect and influence the country’s development. Asian region’s internet economy is largely filled by Indonesia’s 175,4 million internet users, who spend an average of 7 hours and 59 minutes online every day doing web surfing, discovering, shopping and online ride sharing. Information technology makes business competition even tighter. Indonesia became the global leader of online shopping, with over 86%, and 76% of internet users in Indonesia have made purchases on eCommerce platforms. However, buying online is not a simple process. With vast choices and digital lives, the buying process is much more complicated. Today's customers have more options to choose from than ever before when they're purchasing any product. And as an e-commerce retailer, your business provides a very different shopping experience from the traditional model that dominated retail for decades. The customer journey now has so many steps before and after the purchase, so many touchpoints that span years. Ecommerce companies need to be everywhere they are, keep them engaged as they move from medium to medium, and answer their different needs at the various buying cycle stages. This paper will use McKinsey and Google with their six steps customer digital journey as the based framework. This study aims to identify each Indonesia customer's digital decision journey stages on e-commerce platforms and to explain customer journeys differ among e-commerce attributes also segmentation. This study is a mixed methodology using a quantitative survey to find out the customer likability on each step that will affect the chosen step in the customer digital decision journey and using a qualitative survey to get more in-depth findings from variables from each step. The result of this study finds out that each individual in Indonesia performs a different step based on their choices and not performing all six steps, according to McKinsey and Google. Also this research find out that people steps is affected by their segmentation especially from external stimuli, like their knowledge about the product, the price of the product, and their need of the product.