Factors Influencing Customer Online Purchase Intention at Tokopedia.com

Rivan Ardyanto Sutoyo, Maya Ariyanti

Abstract: The high growth in number of internet users in Indonesia makes e-commerce become a promising business opportunities. Tokopedia, a pioneer for marketplace in Indonesia, has been around for 9 years and recently many competitor rise up and compete each other. Since 2013, purchase intention in Tokopedia increases along with the competitors and to keep maintain, Tokopedia must know about consumer behavior about what their needs and wants. This study aims to know factors that drive customer online purchase intention at Tokopedia. com. Quantitative research with causal type of study is used in the research. The studied samples were processed by method namely convenience sampling with total sampling of 400 respondents. Data collection method use questionnaire, were collected through google form accros nations, and use SEM for data analysis techniques. The purchase intention of Tokopedia is mostly contributed by other users influence comments in seller profile at Tokopedia. The result conclusion is all of factors affected purchase intention, e-wom among customer could lead the company to increase customer trust, to develop brand image of Tokopedia, and website features makes customer feel easy to do online shopping

Keywords: E-commerce, Consumer Behaviour, Purchase Intention