Authors:
Berlian Karlina
;
Indah Rahayu Lestari
;
Anita Wahyu Indrasti
and
Dewi Puspaningtyas Faeni
Affiliation:
Universitas Budi Luhur, Indonesia
Keyword(s):
Customer Purchasing Decision, E-Business Model, Online Marketplace
Abstract:
The objective of this research is to analyze factors that influence customer purchasing decision through e-business model in some online market places in Indonesia. The e-Businesss model includes four aspects: product innovation, infrastructure management, customer relationship, and financial aspects. Each aspect consists of some critical element. Product innovation consists of value proposition target customer, and capabilities. Infrastructure management consists of activity configuration, networking link among partners, and any resources to produce the product or services. While customer relationship includes information strategy, trust, and loyalty. Financial aspect consist of the revenue model, and cost structure. In this study, the authors used the data obtained from questionnaires, and quantitative approach was used. A questionnaire distributed to 100 customers of the online marketplace in Indonesia such as Shopee, Tokopedia, and Bukalapak. The results found that product innova
tion, infrastructure management, and customer relationship have significantly and positively influence customer purchasing decision in the online marketplace. While the financial aspect does not contribute to the customer purchasing decision in the online marketplace.
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