UNDERSTANDING FACTORS INFLUENCING INTENTION TO USE QUICK COMMERCE IN POST-PANDEMIC ERA IN INDONESIA

• Main Author: Agustian Budiharja, Frederik
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73404
• Institution: Institut Teknologi Bandung

The pandemic brought changes in our everyday life, including intensified online shopping. E- commerce continuously develops and quick commerce gained popularity during this time as it offers rapid delivery service for convenient goods from 15 minutes to 3 hours at max. Prominent players and start-ups gained momentum in late 2020, however, ceased operations and shutdown seen in 2022 drawing questions about what happened. This research intends to understand the factors influencing the purchase intention of using quick commerce from the customers' perspective. Adapting the Theory of Reasoned Action and Theory of Planned Behavior in understanding customers' intention process. Factors like speed, convenience, and price act as control beliefs that eventually influence the intention of using quick commerce were studied. This study utilized mixed methods of qualitative and quantitative approaches as primary data resources to understand the depth and breadth of the issue. The semi-structured interviews allowed researchers to understand other undefined variables that came into play, which later found were expected product quality, delivery distance, and offline shopping experience. Questionnaires were employed and gathered 213 responses, later analyzed through the PLS-SEM method. Relationships of attitude, subjective norm, and perceived behavioral control were proven positively influence intention, in accordance with TRA/TPB model. Delivery distance and convenience were proven to positively influence perceived control. While speed, price, expected product quality, and offline shopping experience are control beliefs that do not positively affect perceived behavioral control. Thus, factors influencing intentionsto use quick commerce before and after the pandemic differed.