Understanding Consumer Minds: How Psychological Aspects Drive E-commerce Purchases
Abstract
This study aims to analyze the influence of psychological factors such as motivation, perception, learning, and beliefs and attitudes on consumer purchasing decisions on e-commerce platforms, particularly focusing on the unique behaviors of young, tech-savvy consumers in the Greater Bandung area, Indonesia. The research method employs a quantitative approach with a structured questionnaire for data collection. The sample consists of 104 students who have actively engaged with e-commerce platforms, offering insights into the specific motivations driving their online shopping habits. Descriptive analysis and simple regression were utilized to examine the relationship between psychological factors and consumer purchasing decisions. The results revealed that psychological factors significantly and positively impact consumer purchasing decisions, with motivation emerging as the strongest predictor. This highlights that consumers are increasingly motivated to shop online due to the perceived convenience, comfort, and personalized experiences offered by e-commerce platforms. By understanding these psychological drivers, entrepreneurs can design tailored business strategies that enhance customer satisfaction and foster long-term loyalty, addressing the growing demand for seamless digital shopping experiences in the modern retail landscape.
References
Armstrong, G., & Kotler, P. (2012). Dasar-Dasar Pemasaran. Jakarta: Prenhalindo.
Baronah, Yoebrilianti, A., & Nurhayani. (2023). Pengaruh Digital Marketing, Influencer Marketing Dan Product Quality Terhadap Keputusan Pembelian Mobil Wuling Di Indonesia. Jurnal Akuntansi Manajemen (Jakmen), 2(2), 88-89. https://doi.org/10.30656/jakmen.v2i2.7526
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis Dan Permodelan. Bandung: Edukasi Riset Digital PT.
Chaniago, H., Mulyawan, I., Suhaeni, T., & Jumiyani, R. (2019). Faktor kunci keberhasilan ritel modern di Indonesia. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, 7(2), 201-208.
Chaniago, H. (2022). Purchase motives of retail consumers nanostores: Evidence from Indonesia. Calitatea, 23(186), 98-103.
Chaniago, H. (2020). Analisis kualitas pelayanan, kualitas produk, dan harga pada loyalitas Konsumen nano store. International Journal Administration, Business and Organization, 1(2), 2020.
Chaniago, H., & Efawati, Y. (2022). The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions. International Journal of Business and Globalisation, 30(2), 187-206. https://doi.org/10.1504/IJBG.2022.122664
Efawati, Y., Rifaturrahman, R. F., & Chaniago, H. (2024). The Effect Of E-Service Quality On Repurchase Interests Of The Online Shopping Shopee Indonesia. Jurnal Ekonomika dan Manajemen, 13(1), 8-25. https://doi.org/10.36080/jem.v13i1.2846
Efawati, Y., & Hermawan, N. J. (2020). Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink Choice Behavior And Industry Implications. International Journal Administration, Business & Organization, 1(2), 28-37. https://doi.org/10.61242/ijabo.20.35
Efawati, Y. (2016). Faktor Penentu Keberhasilan Pasar Fashion Tradisional. Jurnal Riset Bisnis Dan Investasi, 2(1), 13-13.
Efawati, Y., Ahman, E., & Chaniago, H. (2021, September). The effect of entrepreneurial leadership on firm innovation through innovative work behavior. In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020) (pp. 188-194). Atlantis Press. https://doi.org/10.2991/aebmr.k.210831.037
Efawati, Y. (2023). Trust as Antecedent of Innovative Behavior in the Workplace. International Journal Administration, Business & Organization, 4(3), 35-47. https://doi.org/10.61242/ijabo.23.381
Fang, Z., & Li, P. (2014). The mechanism of “Big Data” impact on consumer behavior. American Journal of Industrial and Business Management, 2014.
Goldberg, R., & Kotze, A. (2022). The Influence Of Reference Groups On Millenials Social commerce Buying Behavior. Malaysian E-Commerce Journal,6(1),2.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: Erlangga.
Kumparan. (2022). Retrieved September 19, 2023, from Kumparan.com: https://kumparan.com/berita- terkini/6-universitas-terbaik-di-bandung-2022-untuk-pertimbangan-daftar-kuliah- 1yINah8y6XL/full
Kusuma, I. S. H. (2023). The Influence of Online Customer Reviews on Purchasing Decisions on the Shopee Marketplace Among University Students in Bandung City. International Journal Administration Business and Organization, 4(2), 31-39. https://doi.org/10.61242/ijabo.23.266
Lase, Y. K. (2023, Maret 12). Alasan Masyarakat Indonesia Memilih Metode Belanja Online. Retrieved from data.goodstats.id: https://data.goodstats.id/statistic/yukilase/alasan-masyarakat-indonesia- memilih-metode-belanja-online-glIUw
Laudon, K. C., & Traver, C. G. (2017). E-commerce 2017: Business, Technology, Society 13th Ed. New York: Pearson.
Lidwina, A. (2021, Juni 2). Belanja di E-commerce, Transaksi Paling Banyak Dilakukan Anak Muda. Retrieved from databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2021/06/02/belanja-di-e-commerce-transaksi-paling- banyak-dilakukan-anak-muda
Lidwina, A. (2021, Juni 4). Penggunaan E-commerce Indonesia Tertinggi di Dunia. Retrieved from databoks.katadata.co.id: https://databoks.katadata.co.id/datapublish/2021/06/04/penggunaan-e- commerce-indonesia-tertinggi-di-dunia
Mardiasih, T. S. (2019). Pengaruh Persepsi Harga, Kualitas Produk, dan Lokasi Terhadap Keputusan Pembelian di Pasar . IQTISHADequity, 2(1), 5. http://dx.doi.org/10.51804/iej.v2i1.546
Mauludin, M. S. (2022). Analisis Perilaku Konsumen Dalam Transaksi Di e-commerce . Proceedings of Islamic Economics, Business, and Philanthropy, 1(1), 108–123. https://jurnalfebi.iainkediri.ac.id/index.php/proceedings/article/view/225
Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.
Nuraini, A., Chaniago, H., & Efawati, Y. (2024). Digital Behavior and Impact on Employee Performance: Evidence from Indonesia. Journal of Technology Management & Innovation, 19(3), 15-27.
Pratama, Y. B. (2022). The Influence of Social Media to the Development of E-commerce in Students Environment. International Journal Administration Business and Organization, 3(3), 3. https://doi.org/10.61242/ijabo.22.219
Rachman, A., Efawati, Y., & Anmoel, J. T. (2024). Understanding The Role Of Fomo (Fear Of Missing Out) In Impulse Purchase For Smes. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 6(2), 117-134.
Silalahi, F., & Harmon Chaniago. (2021). Analysis of Changes in Shopee’s E-commerce Consumer Behavior During the Covid 19 Pandemic in Bandung City. International Journal Administration Business and Organization, 2(1), 79-88. https://ijabo.a3i.or.id/index.php/ijabo/article/view/161
Thariq, F., & Efawati, Y. (2024). The Influence of Website Quality on Buying Interest Consumer. International Journal Administration, Business & Organization, 5(3), 64-74.
Copyright (c) 2024 Rangga Dhimas Radithya Mulyadi; Yen Efawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- The authors confirm that they are the authors of the submitted article, which will be published (online) in the journal IJABO (International Journal Administration, Business & Organization) by the Asosiasi Ahli Administrasi Indonesia (A3i), Bandung, Indonesia. The author’s name will be evident in the article. The publisher makes all decisions regarding the layout and distribution of the work.
- Authors guarantee that the work is their own original creation and does not infringe any statutory or common-law copyright or any proprietary right of any third party. In case of claims by third parties, authors commit themself to defend the interests of the publisher and shall cover any potential costs.
- Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). This license allows the redistribution and reuse of papers provided the authorship is properly credited.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as this can lead to productive exchanges and earlier and greater citations of published work.
