What Drives Consumer Purchase Intention on Products Offered by E-Commerce During the Covid-19 Pandemic? An Empirical Study at Tokopedia

  • Parlin Purba Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
  • Ari Setiyaningrum Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Abstract

Abstract


The main purpose of this research is to test a model to prove whether ?perceived usefulness?, ?perceived ease of use?, ?cost saving? and ?time saving? affect ?purchase intention? directly or indirectly through ?perceived customer value?. The research model was tested in ??e-commerce? contexts at Tokopedia during the Covid-19 pandemic. Primary data were collected by distributing questionnaires to 313 people who had visited Tokopedia ?website? or application but have never made a purchase. The ?purposive sampling? technique is used in this research. Data analyzed using the ?partial least square? method with smartPLS?. The findings indicated that ?perceived ease of use? affects ?purchase intention?, whereas ?perceived usefulness, ?cost saving??, and ??time saving? do not affect ?purchase intention?. The results of the indirect effect prove perceived customer value mediates the effect of cost saving and time saving on purchase intention, while perceived customer value does not mediate the effect of perceived usefulness and perceived ease of use on purchase intention. The research findings also show that cost saving and time saving affect perceived customer value, whereas perceived usefulness and perceived ease of use do not affect perceived customer value, and perceived customer value affects purchase intention.


Keywords— perceived usefulness; perceived ease of use; cost saving; time saving; perceived customer value; purchase intention.


 

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Published
2022-08-29
How to Cite
PURBA, Parlin; SETIYANINGRUM, Ari. What Drives Consumer Purchase Intention on Products Offered by E-Commerce During the Covid-19 Pandemic? An Empirical Study at Tokopedia. Jurnal Manajemen Indonesia, [S.l.], v. 22, n. 2, p. 154 - 172, aug. 2022. ISSN 2502-3713. Available at: <//journals.telkomuniversity.ac.id/ijm/article/view/3730>. Date accessed: 03 oct. 2022. doi: https://doi.org/10.25124/jmi.v22i2.3730.