FACTORS INFLUENCING CONSUMER BEHAVIOR ON PURCHASE DECISIONS FOR BUILDING MATERIALS PRODUCTS IN E-COMMERCE

• Main Author: Suharto, Jordan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72703
• Institution: Institut Teknologi Bandung

The aim of the study is to investigate the key factors that influence the consumer behaviour by considering the altered consumer buying through online shopping platform in building materials sector. A cross-sectional analysis in a quantitative research method and a questionnaire research instrument were applied to the current study by approaching around 200 respondents to survey the consumer in the major city of Jakarta, Indonesia consists of people or communities who prefer to shop by utilizing digital e-commerce platforms, especially for the building materials products. As it is known during pandemic period the building material industry is one of vital industries and has been digitally growing. Also, the advent of digitalisation and the emergence of sales through digital platforms compared to offline marketing have changed purchasing behaviour. The study has found that consumer behaviour has changed, influenced by the perceived usefulness, trust, and revolutionary technology that has influenced online purchasing initiatives and decision-making. Consumers prefer a hybrid approach for purchasing a building materials products, thereby enhancing competitive cost and personalisation designs and its services. Consumers expect advantages both online and offline to maximise the value of their purchase.