FACTORS THAT INFLUENCING CONSUMER DECISION MAKING TOWARDS ONLINE FREELANCER MARKETPLACE: A CASE STUDY OF MAHAJASA

• Main Author: Achmad Algazy, Farhan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57265
• Institution: Institut Teknologi Bandung

Nowadays, the growth of freelancers in Indonesia has shown a significant growth. Freelancing is one of the most desired jobs in society today. This can be seen from the very fast growth of co-working spaces. This behavior encourages emergence of a platform commonly used by consumers to find freelancers online or known as the online freelancer market. Some well-known platforms are Fiverr, Upworks and Sribulancer. However, it is possible that new platforms will emerge in the future with very significant growth of freelancers. Mahajasa as one of the new online freelancer market platforms that was established in 2019. This company offers freelancer services at affordable prices with students providing their services. However, Mahajasa had difficulties with his business. Mahajasa has unstable sales that the income cannot cover the expenses. This study aims to determine the factors that influence consumer decision making on the online freelancer market which is carried out using a quantitative approach through the distribution of online questionnaires. The author uses the Structural Equation Modeling (PLS-SEM) method to process the survey results to find and analyze the factors that influence consumer decision making on the freelancer market. These findings can be useful for making strategies to increase sales of mahajasa, by optimizing aspects that influence consumer decision making on the online freelancer market.