A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace

Abstract

The digital era is marked by the rapid development of information and communication technology (ICT). The growth of internet users has increased every year. The high number of internet users opens up opportunities to sell products and reach the global market. E-marketplace is one of the media that can be used by companies to sell their products, and reach consumers with a wider scope. Indonesia, which has a high population and the third largest number of internet users in the Asian region, is a very promising market for both local and global companies. E-marketplaces are growing as a form of consumer lifestyle today who like to make purchases online, due to positive reviews about products or e-marketplaces, and the influence of promotions carried out by popular public figures, as well as consumer trust in conducting transactions online. This study discusses the factors that influence consumer perceptions to determine consumer purchasing decisions through e-marketplaces. The population in this study were consumers who have used e-marketplaces to meet their needs. The data was obtained through a questionnaire, then the classical assumption test was carried out to determine the feasibility of the statements used in the questionnaire and the distribution of the data used, then the data would be analyzed using regression. The results showed that lifestyle, brand ambassadors, online reviews, and trust had an effect on consumer purchasing decisions through e-marketplaces.

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“…In other words, a website is a site that can be accessed and viewed by Internet users around the world. The ever-increasing number of internet users opens up market opportunities that continue to grow (Handayani, Harmadi, Purnamasari, & Patriya, 2022).…”