Factors Influencing Consumers' Purchase Intention To Shop Online On Tokopedia Website In Indonesia

Recently,there are an increasing number of trade and service companies in Indonesia who are starting to use e-commerce systems as a medium of online sales.Indonesia's fast-growing internet environment has created a highly competitive business environment that provides good opportunities for online businesses.Since Indonesia has numerous online buying and selling websites,online business competitors use various ways to attract consumers to buy their products.However,Indonesian e-commerce businesses are challenged by the reality of complex consumer behavior.This is because the market consists of various people,cultures,religion and point of views.Therefore,it is important to identify the factors that influence Indonesian consumers' buying interest in making online purchasing decisions.The purpose of this study is to determine whether promotion,reputation,service quality,perceived risk and social environment will affect the buying intention of Indonesians to shop on the Tokopedia site.In this study,the data is collected by using purposive sampling method The questionnaire is mainly sent via the network.The questionnaire was prepared using Google Forms or Google Spreadsheets and the questionnaire send through the website link.This questionnaire were sent by various internet communication applications such as Gmail,Yahoo,WhatsApp,Facebook,Line,Wechat and other mail applications.The number of questionnaires qualified was 500 out of 538.Five hundred valid responses were collected and analysed.The requirement for sampling in this study is Indonesian people who had shopped at Tokopedia.The collected data were processed and analysed by using SPSS 21 software.The results of this research demonstrates that promotion,reputation,service quality and social environment had a significant positive effect while perceived risked had a significiantly negative impact on Indonesian consumer's purchase intention on the Tokopedia site.From the results of empirical analysis,the researcher proposed several suggestions that can be considered by Tokopedia to develop strategic ideas to improve their online business and attract more Indonesian consumers' purchase intention.This will help the company to compete in highly competitive market conditions and further promote the development of the e-commerce industry in Indonesia.In addition to expressing some management suggestions,researcher also put forward several research innovations,limitations identified in this research and future research outlook.