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

Handayani; Ashur Harmadi; Wuri Purnamasari; Eka Patriya

doi:doi:10.11648/j.ijebo.20221001.11

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

Handayani, Ashur Harmadi, Wuri Purnamasari, Eka Patriya

Published in International Journal of Economic Behavior and Organization (Volume 10, Issue 1)

Received: 13 December 2021 Accepted: 5 January 2022 Published: 12 January 2022

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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.

Published in	International Journal of Economic Behavior and Organization (Volume 10, Issue 1)
DOI	10.11648/j.ijebo.20221001.11
Page(s)	1-6
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Brand Ambassador, E-Marketplace, Lifestyle, Online Review, Trust

References

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APA Style

Handayani, Ashur Harmadi, Wuri Purnamasari, Eka Patriya. (2022). A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace. International Journal of Economic Behavior and Organization, 10(1), 1-6. https://doi.org/10.11648/j.ijebo.20221001.11

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ACS Style

Handayani; Ashur Harmadi; Wuri Purnamasari; Eka Patriya. A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace. Int. J. Econ. Behav. Organ. 2022, 10(1), 1-6. doi: 10.11648/j.ijebo.20221001.11

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AMA Style

Handayani, Ashur Harmadi, Wuri Purnamasari, Eka Patriya. A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace. Int J Econ Behav Organ. 2022;10(1):1-6. doi: 10.11648/j.ijebo.20221001.11

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@article{10.11648/j.ijebo.20221001.11,
  author = {Handayani and Ashur Harmadi and Wuri Purnamasari and Eka Patriya},
  title = {A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {10},
  number = {1},
  pages = {1-6},
  doi = {10.11648/j.ijebo.20221001.11},
  url = {https://doi.org/10.11648/j.ijebo.20221001.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20221001.11},
  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.},
 year = {2022}
}

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TY  - JOUR
T1  - A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace
AU  - Handayani
AU  - Ashur Harmadi
AU  - Wuri Purnamasari
AU  - Eka Patriya
Y1  - 2022/01/12
PY  - 2022
N1  - https://doi.org/10.11648/j.ijebo.20221001.11
DO  - 10.11648/j.ijebo.20221001.11
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 1
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PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20221001.11
AB  - 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.
VL  - 10
IS  - 1
ER  -

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Author Information

Handayani

Department of Management, Universitas Gunadarma, Jakarta, Indonesia
Ashur Harmadi

Department of Management, Universitas Gunadarma, Jakarta, Indonesia
Wuri Purnamasari

Department of Management, Universitas Gunadarma, Jakarta, Indonesia
Eka Patriya

Department of Management, Universitas Gunadarma, Jakarta, Indonesia

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APA Style

Handayani, Ashur Harmadi, Wuri Purnamasari, Eka Patriya. (2022). A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace. International Journal of Economic Behavior and Organization, 10(1), 1-6. https://doi.org/10.11648/j.ijebo.20221001.11

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ACS Style

Handayani; Ashur Harmadi; Wuri Purnamasari; Eka Patriya. A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace. Int. J. Econ. Behav. Organ. 2022, 10(1), 1-6. doi: 10.11648/j.ijebo.20221001.11

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AMA Style

Handayani, Ashur Harmadi, Wuri Purnamasari, Eka Patriya. A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace. Int J Econ Behav Organ. 2022;10(1):1-6. doi: 10.11648/j.ijebo.20221001.11

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@article{10.11648/j.ijebo.20221001.11,
  author = {Handayani and Ashur Harmadi and Wuri Purnamasari and Eka Patriya},
  title = {A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace},
  journal = {International Journal of Economic Behavior and Organization},
  volume = {10},
  number = {1},
  pages = {1-6},
  doi = {10.11648/j.ijebo.20221001.11},
  url = {https://doi.org/10.11648/j.ijebo.20221001.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20221001.11},
  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.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - A Study on the Role of Internal and External Factors in Consumer Buying Behaviour Through E-Marketplace
AU  - Handayani
AU  - Ashur Harmadi
AU  - Wuri Purnamasari
AU  - Eka Patriya
Y1  - 2022/01/12
PY  - 2022
N1  - https://doi.org/10.11648/j.ijebo.20221001.11
DO  - 10.11648/j.ijebo.20221001.11
T2  - International Journal of Economic Behavior and Organization
JF  - International Journal of Economic Behavior and Organization
JO  - International Journal of Economic Behavior and Organization
SP  - 1
EP  - 6
PB  - Science Publishing Group
SN  - 2328-7616
UR  - https://doi.org/10.11648/j.ijebo.20221001.11
AB  - 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.
VL  - 10
IS  - 1
ER  -

Copy | Download