Article Sidebar

Download
PDF
Statistic
Read Counter : 87 Download : 37

Main Article Content

Abstract

This study investigates the key factors influencing consumer purchasing decisions through e-commerce applications in North Minahasa Regency, Indonesia. While prior research has largely concentrated on national and urban markets, limited empirical evidence exists regarding consumer behavior in regional contexts. Addressing this gap, the study employs an exploratory factor analysis approach using data collected from 152 respondents who meet specific e-commerce usage criteria. Principal component analysis revealed four dominant factors affecting purchasing decisions: Shopping Convenience, Technological Advancement, Attractive Features, and Social Influence. These factors together explain 70.92% of the total variance in consumer decision-making. Shopping Convenience emerged as the most influential, highlighting the importance of trust, security, and ease of use. The findings provide valuable insights for both academia and e-commerce stakeholders, particularly in optimizing marketing strategies and platform development to suit regional consumer needs. Limitations include geographical scope, sample diversity, and platform generalization. Future research is recommended to explore a broader demographic and additional influencing variables, such as environmental or technological innovations.

Keywords

Purchase Decisions North Minahasa Regency Shopping Convenience Technological Advancement Attractive Feature; Social Influence

Article Details

References

  1. Ardikha Putri, R. P., & Ruhaeni, N. (2022). Kewajiban Mendaftarkan E-Commerce dalam Sistem Elektronik berdasarkan Peraturan Pemerintah Nomor 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik dan Implementasinya terhadap E-Commerce Informal. Bandung Conference Series: Law Studies, 2(1). https://doi.org/10.29313/bcsls.v2i1.441
  2. Arfina, A., Juwitasary, H., & Angelus, M. (2023). Factors That Influence Consumers in Using Online Investment Platforms - Systematic Literature Review. 2023 International Conference on Information Management and Technology (ICIMTech), 310–315. https://doi.org/10.1109/ICIMTech59029.2023.10278086
  3. Asosiasi Penyelenggara Jasa Internet Indonesia. (2024, April 22). APJII: Jumlah pengguna internet Indonesia tembus 221 juta orang. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
  4. Ayundyayasti, P., Sadida, A., & Suwondo, A. (2023). ANALYSIS OF THE ADOPTION OF DIGITAL MARKETING IN MSMEs IN THE ERA OF THE COVID-19 PANDEMIC. https://jurnal.polibatam.ac.id
  5. Badan Pusat Statistik. (2025). Statistik e-commerce 2023. https://www.bps.go.id/publication/2025/01/30/d52af11843aee401403ecfa6
  6. Balasudarsun, N. L., Sathish, M., Jambulingam, M., & Yamalee, E. (2018). Impact of Social Context on Online Shopping Behavior in Selected Asian Countries: India, Malaysia, Singapore, Uzbekistan, and Thailand. Journal of Management and Research, 18(3), 188–200.
  7. Cui, K. J., & Xinyu, F. (2024). The Impact of E-Commerce on the Development Model of the Modern Economy. Advances in Economics Management and Political Sciences. https://doi.org/10.54254/2754-1169/134/2024.18601
  8. Damasta, M. I., & Widayanto, W. (2018). Pengaruh Kemudahan Transaksi Dan Shopping Convenience Terhadap Customer Satisfaction Melalui Keputusan Pembelian Dalam Transaksi Belanja Online. 147–154.
  9. Delafrooz, N., Paim, L. H., & Khatibi, A. (2011). Understanding consumer’s internet purchase intention in Malaysia. African Journal of Business Management, 5(3), 2837–2846. https://doi.org/10.5897/AJBM10.1266
  10. Djaenudin, E. M., & Prastowo, S. L. (2024). The Influence of Digital Platform Quality and Security on Decision and Satisfaction through Trust in the DANA Digital Wallet. International Journal of Business, Law, and Education, 5(2), 2314–2323. https://doi.org/10.56442/ijble.v5i2.860
  11. Economics and Statistics Administration, & N. T. and I. A. (2011). EXPLORING THE DIGITAL NATION Computer and Internet Use at Home. https://www.ntia.doc.gov/files/ntia/publications/exploring_the_digital_nation.pdf
  12. Frans Sudirjo, Soesanto, D. R., & Susilo, A. (2024). The Impact of Social Media Influence and Online Shopping Habits on Consumer Behavior and Social Identity in the Digital Economy in Indonesia. The Eastasouth Journal of Social Science and Humanities, 2(01). https://doi.org/10.58812/esssh.v2i01.344
  13. Google, TEMASEK, & BAIN & COMPANY. (2021). e-Conomy SEA 2021: Roaring 20s - The SEA digital decade. https://economysea.withgoogle.com/
  14. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
  15. Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/10.1016/j.heliyon.2024.e29714
  16. Hanh, V. T., & Thai, D. Van. (2022). Factors Affecting Decisions on Imports of Goods on E-Commerce Platforms. VNU JOURNAL OF ECONOMICS AND BUSINESS, 2(3). https://doi.org/10.25073/2588-1108/vnueab.4670
  17. Heijden, H. Van Der, Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41–48. https://doi.org/10.1057/palgrave.ejis.3000445
  18. Hongli, H. (2025). The Study of Factors Influencing E-commerce Consumers’ Purchasing Decisions. https://doi.org/10.54254/2754-1169/161/2025.19880
  19. Hwang, J. young. (2025). E-commerce and Consumer Behavior. World Journal of Advanced Research and Reviews, 25(1), 1132–1143. https://doi.org/10.30574/wjarr.2025.25.1.0194
  20. Illowsky, B., & Dean, S. (2023). Introductory Statistics. https://LibreTexts.org
  21. Imani, A. A., & Windya Giri, R. R. (2024). Enhancing Consumer Purchase Intentions: Key Drivers in ShopeeFood’s Online Food Delivery Service. International Journal of Current Science Research and Review, 07(07). https://doi.org/10.47191/ijcsrr/V7-i7-31
  22. Jauhari, A., Najib, M., & Aminah, M. (2022). Perilaku Adopsi E-Commerce Usaha Mikro Kecil Menengah (UMKM) Makanan dan Minuman di Masa Pandemi COVID-19. Jurnal Manajemen Dan Organisasi, 13(4), 336–350. https://doi.org/10.29244/jmo.v13i4.37567
  23. Jerab, D. (2025). Factors Influencing Consumer Purchase Decisions in Online Shopping.
  24. Jin, P. (2024). The Impact of E-Commerce on International Trade. In Business, Economics and Management PGMEE (Vol. 2024).
  25. Kirom, N. R., & Handayati, P. (2022). Keputusan pembelian online dipengaruhi oleh kualitas pelayanan dan kepercayaan konsumen. INOVASI, 18(2), 227–231. https://doi.org/10.30872/jinv.v18i2.10437
  26. Kotler, Philip., Keller, K. Lane., Tan, C. Tiong., Ang, S. Hoon., & Leong, S. Meng. (2018). Marketing management: an Asian perspective. Pearson Education Limited.
  27. Lee, C. H., Oly Ndubisi, N., & Cyril Eze, U. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200–221. https://doi.org/10.1108/13555851111120498
  28. Maya, N. A., Nuryasman, M., & Ira, G. (2023). Factors Affecting The Choice of Payment Method in Modern Retail Shops. Jurnal Ekonomi, 28(3), 327–348. https://doi.org/10.24912/je.v28i3.1780
  29. Mulyadi, R. D. R., & Efawati, Y. (2024). Understanding Consumer Minds: How Psychological Aspects Drive E-commerce Purchases. International Journal Administration, Business & Organization, 5(5), 15–23. https://doi.org/10.61242/ijabo.24.359
  30. Napitupulu, & Kartavianus, O. (2014). A Structural Equations Modeling Of Purchasing Decision Through E-Commerce. Journal of Theoretical and Applied Information Technology, 60(2). www.jatit.org
  31. Napitupulu, M. H., & Supriyono, S. (2022). Pengaruh Keamanan dan Kepercayaan terhadap Keputusan Pembelian pada E-Commerce Lazada di Surabaya. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(2), 789–800. https://doi.org/10.47467/alkharaj.v5i2.1335
  32. Orman, I., & Teker, S. (2024). Impacts Of Cross-Border E-Commerce On Growth Of Turkish SMEs. Pressacademia. https://doi.org/10.17261/Pressacademia.2024.1926
  33. Peter, P., & Olson, J. C. (2013). Consumer behavior & marketing strategy (9th ed.). McGraw-Hill Education.
  34. Purwanti, Y. (2023). Pemodelan Pertumbuhan E-Commerce di Indonesia dengan Spatial Autoregresive Model (SAR) Article Informations.
  35. Ratumbuisang, K. F., Fitsgerald Ratumbuisang, Y., & Parinsi, M. T. (2022). Developing e-market Information System Android Based in Minahasa Regency. Jurnal Fokus Elektroda: Energi Listrik, Telekomunikasi, Komputer, Elektronika Dan Kendali, 07, 29–34. http://ojs.uho.ac.id/index.php/jfe/
  36. Ribek, P. K. R., Yuliasti, N. P. A. T. Y., & Tamba, I. M. T. (2023). Pemanfaatan Teknologi Dalam Meningkatkan Penjualan Pada Warung Sarin Paon Bali Di Era Pandemi Covid-19. Jurnal Abdi Dharma Masyarakat (JADMA), 4(1). https://doi.org/10.36733/jadma.v4i1.6599
  37. Shergill, G. S., & Chen, Z. (2005). Web-based shopping: Consumers’ attitudes towards online shopping in New Zealand.
  38. Silajadja, M., Magdalena, P., Nugrahanti, T. P., Ekonomi, F., & Bisnis, D. (2023). Pemanfaatan Media Sosial (Digital Marketing) untuk Pemasaran Produk UMKM Utilization of Social Media (Digital Marketing) for MSME Product Marketing. Jurnal Pengabdian Masyarakat Global, 2(2).
  39. Su, Q., Li, Z., Song, Y., & Chen, T. (2008). Conceptualizing consumers’ perceptions of e-commerce quality. International Journal of Retail & Distribution Management, 36, 360–374. https://doi.org/https://doi.org/10.1108/09590550810870094
  40. Sulistyawati, D. T., & Nursiam, D. (2019). Seminar Nasional & Call For Paper Seminar Bisnis Magister Manajemen.
  41. Talal, A., & Charles, D. (2011). What drives consumers’ continuance intention to e‐shopping? Conceptual framework and managerial implications in the case of Saudi Arabia. International Journal of Retail & Distribution Management, 39, 899–926.
  42. Tirta, Y. H., Jumono, S., Abddurahman, A., & Jatmiko, J. (2024). Consumer behavior in e-Commercce: The role of ease, security, and price in purchase decisions on Tokopedia. Journal of Management and Digital Business, 4(3), 733–743. https://doi.org/10.53088/jmdb.v4i3.1296
  43. Wiastuti, R. D., Mulyani, F., Anita, T. L., Masatip, A., & Bin Rashid, B. (2022). The Role of Food Delivery Application Attributes on Customer Satisfaction and Intention to Reuse. 2022 6th International Conference on Information Technology, Information Systems and Electrical Engineering (ICITISEE), 87–92. https://doi.org/10.1109/ICITISEE57756.2022.10057921
  44. Winarni, S., Witarsa, W., & Budiman, J. (2022). Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada Online Shop. Jurnal Pendidikan Dan Pembelajaran Khatulistiwa (JPPK), 11(1). https://doi.org/10.26418/jppk.v11i1.51810
  45. Yadav, N., Thoke, M., Shrivastav, R., & Prajapati, V. (2024). Consumer Behavior in online purchasing. International Journal of Advanced Multidisciplinary Research and Studies, 4(3), 1108–1112. https://doi.org/10.62225/2583049X.2024.4.3.2908
  46. Zaheer, M. A., Anwar, T. M., Iantovics, L. B., Raza, M. A., & Khan, Z. (2024). Enticing attributes of consumers’ purchase intention to use online food delivery applications (OFDAs) in a developing country. Journal of Electronic Business & Digital Economics, 3(3), 295–317. https://doi.org/10.1108/JEBDE-10-2023-0025
  47. Zayats, O., & Yakob, E. (2024). Digital Trade as a New Economic Approach to the Digitalization of the Trade Sector. Herald UNU. International Economic Relations And World Economy, 51. https://doi.org/10.32782/2413-9971/2024-51-5