FACTORS THAT INFLUENCE THE CONSUMER PURCHASE DECISION IN INDONESIA ONLINE MARKETPLACE

• Main Author: Lestari, Eka
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53752
• Institution: Institut Teknologi Bandung

Online Marketplace business has grown rapidly and competition between them is inevitable in the last decade. E-commerce from within and outside the country is competing to become a market leader. Implementing and finding the right strategy to attract customer is crucial. A number of marketplaces competing in promotions to attract the consumers, such as providing free delivery vouchers or cashback. At the end, many local marketplaces that fall out because they are unable to compete in marketing strategy. Faced with these conditions, the online marketplace must be able to survive and win the competition by performing measurements which include some aspects that influence the consumer to purchase. The problems faced by marketplace players can be solved by measuring factors that influence customer purchase decisions. In this research measuring the six factors including social factors, brand reputation, trustworthiness, advertising, brand ambassador and delivery option. The Quantitative analysis conduct to answer research question factors that influence the consumer purchase decision in Indonesia online marketplace. This method will use the online survey and spread through various channels. The analysis was conducted on sample involving 399 respondents from over Indonesia. The quantitative analysis explained there are three factors that have a significant influence on the consumer purchase decision, namely social factors, advertising, and delivery option. Qualitative analysis is also conducted to revalidate the results of the quantitative analysis. The outcome of this research illustrates how the situation of consumers in Indonesia on the factors that influence them to purchase online. It could help marketplace mapping and targeting their consumer more deeply. To fulfill the customer needs and triggered them to purchase, marketplace players could adapt this result to know precisely what factors influence the most and implemented it in the right way. By implementing the outcome of this research, it could help online marketplace players create business strategy to innovate and expand in order to become the market leader in the future.