Factors Influencing Consumer Behavior On Purchase Decisions For Building Materials Products in E-Commerce

FACTORS INFLUENCING CONSUMER BEHAVIOR ON
PURCHASE DECISIONS FOR BUILDING MATERIALS

PRODUCTS IN E-COMMERCE
FINAL PROJECT
In partial fulfilment of the requirements

for the master’s degree
from Institut Teknologi Bandung
By
Jordan Suharto
Student ID: 29321002
(Master of Business Administration Program)
INSTITUT TEKNOLOGI BANDUNG

December 2022
ABSTRACT

PRODUCTS IN
E-COMMERCE
By
Jordan Suharto
The aim of study is to investigate the impact of digital technology towards sales
performance by considering the altered consumer buying through online shopping
platform in building material sector. A cross-sectional analysis in a quantitative
research method and a questionnaire research instrument were applied to the
current study by approaching around (100 or 150) respondents to survey the
consumer at major city of Jakarta, Indonesia consists of people or communities
who prefer to shop by utilizing digital platforms, especially in the building
material products. As it is known during pandemic period building material
industry is one of vital industry and has been digitally growing. Also, the advent
of digitization and the emergence of sales through digital platforms compared to
offline marketing have changed purchasing behaviors. The study has found that
consumer behaviors have changed, influenced by the security, privacy issues, and
consumer satisfaction which has influencing purchasing initiatives and decision-
making online. Consumers prefer a hybrid approach for purchasing a building
materials products, thereby enhancing competitive costs and personalization
designs and its services. Consumers expect advantages both online and offline to
maximize the benefits of their purchasing.
Keywords: Digital Technology, Consumer Buying Behavior, Building Material,

Online Shopping Platform
ABSTRAK
FAKTOR YANG MEMENGARUHI PERILAKU KONSUMEN

TERHADAP KEPUTUSAN PEMBELIAN PRODUK BAHAN
BANGUNAN DI ECOMMERCE
Oleh
Jordan Suharto
ii
PRODUCTS IN E-COMMERCE
By
Jordan Suharto
Master of Business Administration Program
Institut Teknologi Bandung
Approved
Date ……………………….
Supervisor Co-Supervisor
___________________ ___________________
(Name of Supervisor) (Name of Co-Supervisor)
FINAL PROJECT GUIDANCE
iv
ACKNOWLEDGEMENTS
LIST OF APPENDICES
QUESTIONNAIRE APPENDIX...........................................................................84
DATA TABULATION..........................................................................................91
DATA ANALYSIS................................................................................................95
vi
TABLE OF CONTENTS
ABSTRACT.............................................................................................................i
ABSTRAK..............................................................................................................ii
APPROVED..........................................................................................................iii
FINAL PROJECT GUIDANCE..........................................................................iv
ACKNOWLEDGEMENTS...................................................................................v
LIST OF APPENDICES......................................................................................vi
TABLE OF CONTENTS....................................................................................vii
LIST OF FIGURES...............................................................................................x
LIST OF TABLES................................................................................................xi
CHAPTER I INTRODUCTION..........................................................................1
I.1 Background.............................................................................1
I.2 Company Profile.....................................................................6
I.3 Business Issue.........................................................................7
I.4 Research Questions and Research Objectives........................8
I.4.1 Research Questions................................................................8
I.4.2 Research Objectives...............................................................8
I.5 Research Scope and Limitatio................................................9
CHAPTER II LITERATURE REVIEW...........................................................10
II.2 Theoretical Foundation.........................................................10
II.2.1 Perceive Usefulness.............................................................10
II.2.2 Trust..........................................................................................12
II.2.3 Revolution Technology.......................................................14
II.2.4 Purchase Intention................................................................16
II.2.5 Consumer Behaviour...........................................................17
II.2.6 Consumer Behavior Theory...............................................20
II.2.7 Previous Research.................................................................22
II.3 Conceptual Framework.........................................................25
CHAPTER III RESEARCH METHODOLOGY.............................................27
III.1 Research Design....................................................................27
III.2 Data Collection.....................................................................29
III.2.1 Population and Sample........................................................30
III.2.2 Operationalization Variable...............................................31
III.3 Data Analysis Method...........................................................35
III.3.1 Designing a Measurement Model (Outer Model).......36
III.3.2 Designing a Measurement Model (Inner Model)........38
III.3.3 Hypothesis T Test.................................................................40
III.3.4 Mediation Hypothesis Test................................................40
CHAPTER IV FINDINGS: BUSINESS SOLUTION......................................41
IV.1 Analysis.................................................................................41
IV.1.1 Company Overview History..............................................41
IV.1.2 Description of Respondents...............................................43
IV.1.2 Variable Description............................................................47
IV.1.3 Results of Partial Least Square Data Analysis Method
(Pls-Sem).................................................................................50
IV.1.4 Measurement Model Test Results (Outer Model).......50
IV.1.4.1 Convergent Validity................................................51
IV.1.4.2 Discriminant Validity Test...................................56
IV.1.4.3 Structural Model Test Results (Inner Model)
..........................................................................................58
IV.1.4.4 Validating the Overall Structural Model with
Goodness ofFit Index (GoF)..............................59
IV.1.4.5 Research Hypothesis Testing..............................60
IV.1.4.5 Discussion....................................................................64
IV. 2 Solution and Proposed Implementation Plan........................65
CHAPTER V CONCLUSION AND RECOMMENDATION.........................75
V.1 Conclusion............................................................................75
V.2 Recommendation..................................................................77
V.2.1 Suggestions for companies...................................................77
V.2.2 Advice to the Government...................................................78
V.2.2 Suggestions for Further Research......................................78
REFERENCE.......................................................................................................80
APPENDIX...........................................................................................................84
viii
LIST OF FIGURES
Figure 2.2 Consumer Behavior Model According to Assael.................................21

Figure 2.1 Business Environment Analysis Framework........................................28
Figure 4.1 Measurement Model Calculation Results (Outer Model).....................52
LIST OF TABLES
Table 1.1 Players in the Paint Industry....................................................................3

Table 1.2 Sales PT. Mowilex 2019 – 2020..............................................................4
Table 3.1 Likert Scale............................................................................................30
Table 3.1 Operationalization Variable Perceive Usefulness..................................31
Table 3.2 Operationalization Variable Trust..........................................................31
Table 3.3 Operationalization Variable Revolution technology.............................32
Table 3.4 Operationalization Variable Purchase intention....................................33
Table 3.5 Consumer behaviour..............................................................................34
Table 4.1 Gender....................................................................................................43
Table 4.2 Age.........................................................................................................44
Teble 4.3 Last Esucation........................................................................................44
Table 4.4 Length of work.......................................................................................45
Table 4.5 Penghasilan Per Bulan (dalam Rp)........................................................45
Table 4.6 E-Commerce that you often use?...........................................................46
Table 4.7 How often in a month do you often make transactions in e-commerce.47
Table 4.8 Respondents Answers - Usefulness Variable (X1)................................47
Table 4.9 Respondents' Answers – Trust Variable (X2)........................................48
Table 4.10 Respondents' Answers – Revolution Technology (X3).......................49
Table 4.11 Respondents Answer – Purchase Intention (M)...................................49
Table 4.12 Outer Loading Value Variable Perceive usefulness (X1)....................53
Table 4.13 Value Outer Loading Variable Trust (X2)...........................................53
Table 4.14 Value Outer Loading Variable Revolution technology (X3)...............54
Table 4.15 Outer Loading Value Variable Purchase intention (M).......................54
Tabel 4.16 Outer Loading Value of Consumer Behavior Variable (Y).................55
Table 4.17 Average Variance Extracted (AVE), Cronbach's Coefficient Alpha and
Composite Reliability (CR) values.....................................................56
Table 4.18 Discriminant Validity Test Results......................................................57
Table 4.19 R-Square Value (R2) of the Research Model......................................59
Table 4.20 Test the Direct Effect Hypothesis........................................................60
Table 4.21 Indirect Effect Hypothesis Test...........................................................63
x
CHAPTER I
INTRODUCTION
I.1 Background
The ongoing spread of COVID-19 has become the biggest threat to the
global economy. People are required to adapt to new habits by doing activities at
home. One of the adaptations that was quickly adopted was starting to involve
technology in daily activities such as 'Faceless, paperless, cashless' is one of the
roles adopted by the Digital Revolution. These people's habits also occur in their
shopping patterns and how they make payments (Yudhistira, 2021).
With the internet, a new economic paradigm has been born. The virtual
world is formed in line with the fact that the number of internet users that
continues to grow rapidly can become a potential market for business people to
enter. However, on the other hand, e-commerce and e-business have many
advantages for both companies and consumers (Mujiyana & Elissa, 2019).
While all businesses are experiencing setbacks, online shopping service

providers have experienced a sharp increase. It is because online shopping was
even popular before the health crisis hit. Moreover, with the large-scale social
restrictions of PSBB, people prefer to shop in transactions to support users in
facilitating social distancing and touchless payments (Octaviani & Sudrajat,
2016).
E-commerce is more than just buying and selling products online. E-

commerce covers the entire process from developing, marketing, selling,
shipping, servicing, and paying customers, with support from a worldwide
network of business partners. E-commerce systems rely heavily on internet
resources and other information technologies to support each process. In addition
to the reasons for business development, the use of internet resources is the
development of internet technology, and the development of the business and
marketing world is no exception. Now many people are using the internet as a
marketing and business medium. It is not strange because the potential number of
1
internet users around the world is increasing from year to year (Estriana et al.,
2020).
The paint (coating) industry in Indonesia continues to grow in line with the
growth of the property and housing sectors. The consumption of synthetic resins
in Indonesia is increasing yearly because the consumption of paint continues to
increase yearly. This data is strengthened based on the Central Statistics Agency
(BPS) data. Indonesia is a country that has a tropical climate with a fairly high
intensity of the sun's rays. Produces high exposure to violet rays, the acidity of
rainwater, and wet soil with various pollutants in the form of fungi, bacteria, salt
and air pollution, making the need for a protective coating (coating). In addition, it
can increase lifespan and durability. One of the characteristics of paint currently
needed by the Indonesian paint market is good light reflection, high hardness,
resistance to UV rays produced by the sun, resistance to scratches, and flexibility.
Almost all items or objects require paint with the purpose and function of
paint, namely, to protect the object's structure from corrosion attack and give
colour and beautify the appearance of an object. One type of paint used in the
industrial world is powder coating or powder paint. Powder coating is known to
have very good results compared to conventional liquid coatings; this is due to
production factors and applications that are more environmentally friendly.
In early 2021, the paint and coating industry is targeted to grow by 2.79
per cent, up from the previous projection of 2.32 per cent. It is estimated at 2.79
per cent, considering the dynamics of the Covid-19 situation and the economic
recovery, which is unlikely to grow rapidly after a negative performance in the
first two months of 2021. The large increase was due to the contraction, which
was also quite deep in the second half of last year. ( Hidayat, 2019).
The Ministry of Industry and Trade noted that the number of domestic
producers reached 30 companies. However, the government found that the amount
of paint circulating in the country was far greater than the national production. In
the paint industry, there are many players with various brands. Several brands
2
exist in the same factory. Competition in the paint industry can be divided into
three classes, namely top tier, mid-tier and low tier. The class division comes from
research conducted by the company in 2006. The following are the names of wall
paint brands that play in traditional building shops.
Table 1.1 Players in the Paint Industry
Top Tier Mid -Tier Low Tier

1 Nippon 7 Vinilex (Nippon) 1 Danabrite 1 Sanlex (Hiyoto)
Spotless 3 8
2 Dulux 8 Catylac (Dulux) 1 Property 1 Aries (Avian)
Pentalite 4 (Kansai) 9
3 Mowilex 9 Metrolite 1 Jotaplast (Jotun) 2 Q-Luc (Nippon)
(Pasific) 5 0
4 Danacryl 1 Cendana
0 (Mowilex)
5 Majestic 1 Avitek (Avian)
(Jotun) 1
6 Lenkote 1 Decolith
(Avian) 2
Source : (Indonesiadata, 2021)
With the increasing growth of the paint and coating industry every year,
new competitors continue to emerge, and the competition is getting tougher. In
Indonesia, consumers are highly interested in the paint and coating industry in
building houses. The number of paint and coating industries available sell various
products that each have their advantages.
Mowilex Indonesia, a subsidiary of Asia Coatings Enterprises, Pte. Ltd., is

a manufacturer of premium paints and coatings that has been operating for over
50 years. Mowilex products were first introduced in 1970, during which the
Mowilex company managed to get several awards. Mowilex's efforts to become a
pioneer began with being the first paint producer to produce environmentally
friendly water-based paints in Indonesia. Although the weakening of purchasing
power and a decline in economic activity in the country due to the pandemic,
premium paint producer PT Mowilex Indonesia continues its plan to increase
production capacity by constructing a new factory in the Cikande area, Serang,
Banten.
3
With the emergence of new competitors and increasingly fierce
competition, Mowilex Indonesia needs to continue to maintain sales and attract
consumers so as not to be abandoned by consumers. It can be seen from table 1.2
that the sales of PT. Mowilex as follows:
Table 1.2 Sales PT. Mowilex 2019 – 2020
DS Retail (in Mio IDR)

2,019 2,020 2,021
January 13,737 January 14,566 January
February 12,869 February 16,842 February
March 13,106 March 21,376 March
April 13,515 April 21,376 April
May 18,543 May 12,916 May
June 9,638 June 22,709 June
July 17,637 July 24,664 July
August 14,774 August 20,755 August
September 16,067 September 25,063 September So
urce : Internal Sales Mowilex company
From the sales data obtained through the sale of Mowilex, it can be seen
that there was an unstable sale, an increase and a decrease in sales. It is a problem
for the company. However, there is one way that companies can stay afloat in the
paint and coating industry; they also need to find ways to survive by increasing
their sales and always attracting consumers' attention, namely by knowing how
consumer behaviour is in making purchasing decisions.
Each consumer has different behaviour. Therefore, changes in the

behaviour of each individual can greatly affect the emergence of demands such as
so that companies can provide quality products and affordable prices for
everyone. Based on Kotler & Keller, (2016), Consumer behaviour studies how
individuals, groups, and organizations select, purchase, use, and use goods,
services, ideas, or experiences to satisfy their needs and wants.
The behaviour of consumers who decide to make purchases through e-

commerce can be influenced by Perceive Usefulness, trust, and the Digital
Revolution.
4
The use of e-commerce is growing. As a result, it has affected Consumer
Behavior, especially during the Covid-19 pandemic. As a result, consumer
Behavior has become the main topic of marketing practitioners and academics in
the last few decades. (Gu & Tayi, 2017). Society adapts to a new normal.
Consumer Behavior is now changing, including how they shop; even their daily
needs are not spared from this new normal. The survey results reveal that the
pandemic and social distancing rules have caused fundamental changes in how
they move. Consumer Behavior in e-commerce believes that the ease and safety of
completing shopping electronically without the need to interact directly with other
people are considered better for pandemic conditions. It is a preventive measure
when countries worldwide begin to lock down. The retail business admits that
physical store visitors are less than half what it used to be, including the paint and
coating industry.
Increasing online and cashless shopping transactions is a cost-effective

way to gain a competitive advantage in the financial market. (Bhatt, 2017),
including for consumers who live in rural areas and are far from shopping services
(Zhang, 2019). Consumer Behavior leads to self-service that makes it possible to
make transactions anytime and anywhere without talking to other people. It
represents a fundamental change in the industry. (Shaikh & Karjaluoto, 2015) and
how people interact in their transactions (Choudrie et al., 2020).
Although there is a growing consensus that online shopping is the future

wave (Cummins et al., 2014). research has discussed technology-based factors
influencing consumer attitudes and intentions towards technology. Factors such as
perceived ease of use and perceived usefulness (Bhatt, 2017), trust (Ramdhani et
al., 2020), Moreover, security has all found that it influences purchasing decisions
and consumer behaviour that adopts online shopping.
This study focuses on the consumer decision-making process in the use of

e-commerce as a new form of Consumer Behavior that begins with Perceive
Usefulness, trust, and the Digital Revolution, the desire to make e-commerce
Purchase Intentions for consumer groups with a high level of potential users from
5
purchases in stores. traditional (Choudrie et al., 2020). Based on the explanation
above in the previous model, Perceive Usefulness, trust, and revolution
technology variables have become the main variables that affect e-commerce
purchase intention; this research is a follow-up study from previous studies.
Furthermore, the addition of the technological revolution variable is considered
important to find its effect on e-commerce purchase intention; this variable is
based on previous research that there is a significant influence between the
technological revolution, which is already synonymous with technology and e-
commerce adoption. (Shabrina, 2019). This study also conducts further research
on technology adoption, namely e-commerce purchase intention that can impact
shifting Consumer Behavior.
In addition to understanding Consumer Behavior, one other factor that is

considered important is understanding the purchase intention process. Where in
the process, there are several stages, namely problem recognition, information
search, alternative evaluation, purchase decisions and post-purchase behaviour.
Based on the description above, the authors are interested in examining more
deeply through opinions and seeing the extent to which the behaviour of
consumers who make purchases of building material products in online shopping
can influence purchasing decisions. Thus, the authors put it in a final project
entitled "Factors Influencing Consumer Behavior on Purchase Decisions for
Building Materials Products in E-commerce."
I.2 Company Profile

PT Mowilex Indonesia, a subsidiary of Asia Coatings Enterprises, Pte.
Ltd., is a leading producer of premium paints and coatings. Mowilex products
were first introduced in 1970 and the company has received numerous awards and
accolades over the years. The manufacturer has been a pioneer in the development
of environmentally friendly practices from day one, being the first to manufacture
water-based paints in Indonesia. We have a long history of corporate social
responsibility and are committed to preserving and protecting the environment
where we operate. We stake claim for number of firsts in our market, including:
6
1. The first to manufacture water-based paints in Indonesia
2. The first manufacturer to switch from selling paints in volume, not weight
3. First carbon neutral paint company and first carbon neutral manufacturer
in Indonesia
4. First company to set voluntary VOC labeling standards based on air
quality regulations in the U.S. state of California
Being a good corporate citizen is a leadership position we have held since

our early days, and it is deeply rooted in our company culture. Since our
funding hundreds of schools, parks and faith organizations have been
supported by Mowilex. In 2018 alone we conducted over 125 charity
activities, supplying paints and other coating materials to schools, town halls,
and faith organizations. In 2019, we donated more than 50,000 liters of paint
in over 200 CSR projects.
More than 10 years ago we were a supporter of the effort to protect the
Sumatran rhino. From 2019 until 2024, with the help of our parent company
and Conservation International, we will be protecting a 1500 KM2 bay in
Sumbawa to protect the endangered whale shark and develop sustainable eco-
tourism in the area. This is a five-year commitment that has been prefunded.
Other activities in the recent past have included over 1,000 hours of
volunteerism by our employees to paint Rawinala, a care facility for children
with multiple disabilities. We also sent 18 tons of food and hygienic products
to disaster stricken Palu that was packed, transported and distributed by our
own volunteer employees.
I.3 Business Issue

Consumers generally show a lack of confidence in making purchases
online (Dinh et al., 2020). They are concerned about privacy, security, fraudulent
bank account and card numbers, and payment transaction errors or goods that do
not match the order. Therefore, they only sometimes feel confident in shopping
online.
7
Another barrier is the perceived complexity due to a lack of consumer knowledge
and clear instructions given by service providers. In addition, many consumers
indicate that shopping offline is a habit rooted in life, so that this phenomenon
will slow down the acceptance rate of the development of innovative technologies
such as e-commerce.
The formulation of the main problem in this study is to determine what factors
have the strongest influence on Consumer Behavior who tends to reuse e-
commerce due to the impact of the current pandemic. Furthermore, based on the
research gap, it is necessary to conduct research based on the latest findings,
which find the phenomenon of a shift in Consumer Behavior in purchasing
decisions through e-commerce today due to the pandemic.
I.4 Research Questions and Research Objectives

I.4.1 Research Questions
Based on the formulation of the problem above, the research questions
used in this study are as follows:
1. What are the factors influencing the consumer behaviour of building

material products in e-commerce?
2. What are the strategies that PT Mowilex should take to improve the
purchase of building material products in e-commerce?
I.4.2 Research Objectives

Based on the research questions above, the research objectives used in this
study are as follows:
1. To determine whether perceived usefulness significantly influences the

purchase intention of building material products in e-commerce.
2. To find out and analyze that trust significantly influences the purchase
intention of building material products in e-commerce.
3. To find out and analyze the technological revolution that significantly
influences the purchase intention of building material products in e-
commerce.
8
4. To determine and analyze perceived usefulness significantly influences
consumer behaviour of building material products in e-commerce.
5. To find out and analyze and then significantly influence consumer
behaviour of building material products in e-commerce.
6. To find out and analyze the technological revolution that significantly
influences the consumer behaviour of building material products in e-
commerce.
7. To find out and analyze whether purchase intention has a significant
influence on consumer behaviour of building material products in e-
commerce.
I.5 Research Scope and Limitatio

This study will benchmark Ecommerce users' behaviour with Perceive
Usefulness, trust, and revolution technology. The analysis was conducted to
determine whether the conditions of Perceive Usefulness, trust, and revolution
technology affect purchase intention mediated by consumer behaviour. The
analysis is carried out based on the desire to reuse revolution technology and
determine how much influence each selected variable has. This research is
contextual, namely conducting research in the context of the impact of the Covid-
19 pandemic on e-commerce users, as well as the selected research scope in
Jakarta - Bogor - Depok - Tangerang - Bekasi (Jabodetabek).
9
CHAPTER II
LITERATURE REVIEW
II.2 Theoretical Foundation

II.2.1 Perceive Usefulness
Perceived Usefulness is a transcendent factor influencing users to use
technology (Sholeh et al., 2018). Perceived Usefulness has dimensions of ease of
loading and reviewing its use (Davis, 1989). In research, Gholami & Ramezani,
92021) stated that perceived Usefulness substantially affects user trust in using e-
commerce in online shopping. The end of this study is supported by the research
of Purnama et al., (2022) where the perception of Usefulness has a large effect or
becomes a coefficient in influencing user interest in using e-commerce. Perceived
Usefulness is defined as the degree to which an individual believes that using a
particular system will be able to help improve the individual's performance and
work performance.
Perceive Usefulness is defined as an individual's perception of using new

technologies that can improve their performance (Davis, 1989). Applying this
definition to the context of online shopping in its Usefulness referring to the
extent to which consumers believe that using e-commerce as a medium can
improve consumer performance and productivity, thereby increasing the outcome
of their shopping experience (Ma et al., 2017). Perceived Usefulness is related to
the outcome of the shopping experience. Detailed information, accessibility,
speed, and availability of cheap and convenient purchases are often cited as the
main benefits of online shopping (Trenggana & Kuswardhana, 2017).
The Perceived Usefulness of technology is enhanced when a person can

operate the system to perform a task without difficulty or hindrance (Davis,
1989). Several factors support customer perceptions of the Usefulness of using
technology:
10
a. Features offered by technology.
b. The value of the mark (prestige) of the technology obtained by the
customer.
c. Supports advanced features.
In addition, customers believe that technology will significantly help

improve the results of their work Gordon Davis, (2015). Several factors measure
customer perceptions of the Usefulness of technology:
a. Usability includes providing benefits and increasing productivity.

b. Effectiveness, where technology can increase Effectiveness and the quality
and quantity of work..
E-commerce has benefits; then, the consumer will use the system. On the
other hand, if they put their trust in a system that is not useful, they will leave it.
The rapid development of the internet and digital in the era of globalization has
led to the formation of a new business world where everyone can communicate
with others without any limitations (Täuscher & Laudien, 2018). At this time,
consumers can easily make buying and selling transactions online. The era of
globalization demands fast and easy services and services. In this era, e-commerce
has emerged, which is useful as a liaison between consumers and producers. In
contrast, in e-commerce, some sellers and buyers can make buying and selling
transactions through internet services and make payments online (Sumadi, 2021).
Efines perceived Usefulness as the level of a person's belief in the use of a

particular subject that can provide benefits for people who use it. Benefits can be
divided into two categories, namely (David, 2015) :
1. Usefulness with one-factor estimation, which includes the dimensions:

a. Makes jobs easier
b. Useful
c. Increase productivity
d. Enhance effectiveness
e. Improve job performance.
11
2. Usefulness with two-factor estimation, which includes dimensions:
a. Benefits:
i. Makes jobs easier
b. Useful (Useful)
i. Increase productivity (Increase Productivity)
3. Effectiveness:
a. Enhance Effectiveness (enhance Effectiveness).
b. Develop job performance (improve job performance)
The following are indicators of perceived Usefulness according to Lee & Lin,
(2015) Using e-commerce shortens the time in shopping problems.
1. Using e-commerce makes it easier to make purchases

2. E-commerce can be used wherever and whenever it is needed to shop
3. E-commerce is easy to operate
4. Each user can control e-commerce during the Covid-19 pandemic
II.2.2 Trust
Trust is used to identify how much risk is involved when conducting any
financial transaction. Namely, Trust is directly proportional to user satisfaction; if
Trust increases, user perceptions of mobile payments automatically increase. Trust
helps maintain transactional relationships between merchants and customers
(Wibowo, 2022). rust plays an important factor in the adoption of online shopping
purchases because online transactions, apart from being intangible, have a
significant level of perceived risk and uncertainty involved (Chatterjee & Kumar
Kar, 2020, Salade et al., 2019).
Consumer trust will arise after receiving something satisfactory from what
he received. Based on Barnes & Vidgen, (2012) states that "trust is the factor that
probably gets the most attention in the literature on interpersonal relationships and
customer relations". Customers trust companies with a better reputation than other
competing companies considering the higher the level of consumer confidence in
the company, the higher the level of purchasing decisions for a company, the
12
factors needed by companies to maintain Trust in consumers can be maintained;
companies need to pay attention to 3 factors, namely ability, in this case how the
company can provide, serve, guarantee to buy and selling activities from other
parties, meaning that consumers have a guarantee of satisfaction and security from
the company in carrying out buying and selling activities, benevolence or
kindness which means the seller's ability to realize satisfaction. Jointly between
the company and the consumer, the seller not only pursues maximum profit but
also has customer satisfaction, and integrity is related to the seller's way or habit
of doing business. Information provided to users is factual or not. The quality of
the product being sold or not. Is the quality of the products sold reliable (Sugara &
Dewantara, 2017).
Based on Peter & Olson, (2014), Trust is a person's willingness to rely on

others where the person has Trust in other individuals. Therefore, when a person
makes a decision, he will prefer decisions based on the choices of people he can
trust more than those who are less trusted.
Based on Priansa (2017) defines Trust as a person's willingness to

maintain an exchange based on the Trust of each party. This belief arises because
both parties believe they can trust each other and have no intention of lying.
Therefore, based on the above understanding, Trust or Trust can be concluded as
the willingness of two individuals to depend on each other for an exchange or
decision-making. That belief arises because both parties have the belief that each
party does not have the intention to lie to violate that, Trust.
According to Petzer & van Tonder, (2019), Trust is formed from

unidimensional which several indicators, namely can measure:
1. Reliable in fulfilling promises. Consumers feel that if the promise has been
agreed upon and made by both parties, then the promise must be kept and
will be kept, so consumers tend to have high customer trust.
13
2. Prioritizing consumers; When consumers feel prioritized by the company,
it is always a priority for the company; it has been illustrated that there
will be Trust from consumers towards the company.
3. Keep promises; In this case, holding promises in the sense that both parties
can hold promises to each other and not break, change and cancel the
promise.
4. Can be expected; It can be expected that what is meant is if consumers
experience a problem in the buying process, the company is expected to be
able to find a solution.
II.2.3 Revolution Technology

The digital revolution affects traditional marketing to change into digital
marketing. As explained by Philip kotler & Gary Amstrong, (2018) our marketing
has moved from traditional to digital marketing. According Chaffey et al., (2008),
digital marketing is the application of digital technology that forms an online
channel to the market. These digital technologies include websites, email,
databases, digital TV, and various other latest innovations, including blogs, feeds,
podcasts, and social media. These technologies contribute to marketing activities
aimed at profiting and retaining consumers through efforts to recognize the
importance of digital technology, develop a planned approach to increase
consumer awareness, and then convey messages through integrated and focused
online-based communication and service activities on meeting specific needs and
customer requirements.
In digital marketing, there are dimensions from the promotion side that are
part of the marketing mix, namely:
1. Website.
The website links the digital world, one of the most important parts of the
overall digital marketing strategy, where online activities will be directed
directly to potential consumers.
2. Search Engine Optimization (SEO).
14
SEO, which stands for online search engines, is one of the most important
parts of a website; where SEO is the form of the process of setting content
from a website so that it is easily found by internet users who are looking
for content that is relevant to what is on the website and also presents
content so that search engines can easily find it.
3. Paid search click-based advertising (PPC Advertising).
PPC (pay-per-click) advertising allows marketers to purchase internet
search results pages based on selected keywords and sentences.
4. Affiliate marketing and strategic partnerships.
Partnering with other organizations, companies, and websites to achieve
mutual benefits from collaboration to promote products or services..
5. Online public relations
Using online communication channels such as press releases, article
syndication (RSS), and blogs creates a positive perception of the brand and
positions the organization or company as an authority in a particular field.
6. Social network
A marketing opportunity that currently cannot offer an advertising system
with a very focus on a very small community group (niche) based on
profile information obtained from social networking sites.
7. Email marketing
Electronic mail or email is one of the important tools for digital marketing
activities, which is sent to maintain relationships between existing
consumers and prospective customers who are willing to receive
information via email.
8. Customer relationship management
Keeping existing customers and building mutually beneficial partnerships
with them is one of the important elements of digital marketing.
For marketing, the digital revolution can create several opportunities in times
of unpredictable and challenging challenges. Companies benefit from the many
new technologies that emerge. There are many cheaper and newer channels of
reaching consumers. Emerging trends can be exemplified, such as very large data
15
collection or big data and artificial intelligence, which can make it easier for
marketers to make better adjustments based on consumer behaviour patterns.
Technology has caused the relationship between producers and consumers from
the original vertical to turn into a horizontal one. Consumers can no longer be
treated as passive objects, but they must be actively involved and included by the
company or producer.
II.2.4 Purchase Intention

An important part of understanding consumer behaviour is to know how
consumers make purchasing decisions. The process of purchasing decisions
begins when consumers realize they want to make purchases to meet their needs.
According to Rachbini, (2018) said that "Consumer buying decision is the
decision processes and purchasing activities of people who purchase products for
personal or household use and not for business purpose." (Consumer purchasing
decisions are the decision-making processes and buying activities of people who
buy products for personal household use and not for business purposes).
According to Kotler & Keller, (2017) Consumers sometimes go through

the five stages of purchasing the product; they may skip or reverse some. There
are dimensions in the five purchasing decision-making processes, namely:
a. Problem recognition: The buying process begins when the buyer

recognizes a problem or need. These needs can arise due to external or
internal stimuli.
b. Information Research: After recognizing the problem, consumers will look
for information first about a product they need. Information search can be
done in various ways: by looking for reading material, asking friends,
doing online activities, and visiting stores to learn about the product.
c. Evaluation of alternatives: In this stage, consumers turn their needs into
desires for a particular product or brand. Consumers also evaluate a
product as a set of attributes with different benefits to meet their needs.
16
d. Purchase Decision: After conducting an evaluation, consumers can form
an intention to buy the most preferred brand. The attractiveness of the
product will increase the purchase intention of consumers.
e. Post-purchase decision: If consumers are satisfied with the product
purchased, they will buy it again. On the other hand, if consumers are
unsatisfied, they will not repurchase the product. It can also trigger actions
where consumers will or will not recommend the product to others.
II.2.5 Consumer Behaviour

According to Kotler & Keller, (2016) Consumer Behavior is the reaction
of consumers after purchase. The level of satisfaction and dissatisfaction after
using the product will influence subsequent behaviour. According to Yunus,
(2016) Consumer Behavior is often associated with loyalty. The two are related
but have different meanings. Loyalty reflects a psychological commitment to the
same brand repeatedly. Consumer Behavior according to Sangadji & Sopiah,
(2018) consumer behaviour is a buying activity that is done repeatedly. Existing
satisfaction by consumers can create an atmosphere for repeated use, both loyal to
the product and where they can get the goods so that users can provide the right
information.
According to Leon & Leslie, (2010) the shift in Consumer Behavior is

closely related to the concept of brand loyalty, where most companies provide
support because they contribute to good market stability. Consumer behaviour
studies how individuals, groups, and organizations select, purchase, use, and
release goods, services, ideas or experiences to satisfy their needs and wants
(Ivancevich et al., 2017). Meanwhile, according to Kotler & Keller, (2016),
consumer behaviour studies how individuals, groups, and organizations choose,
buy, and use goods, services, ideas, or experiences to satisfy their needs and
desires. Thus, it can be concluded that consumer behaviour is an action taken by
individuals, groups and organizations towards a product or service and is followed
by a decision-making process that occurs in it; this action is influenced by several
factors such as cultural, social, personal, and psychological.
17
According to Kotler & Keller, (2016) Consumer buying behaviour is
influenced by cultural, social, personal and psychological factors. Here are the
factors that influence consumer behaviour:
1. Cultural Factor
Culture, subculture, and social class influence consumer buying behaviour.
a. Culture: Culture is the basis of a person's desires and behaviour.
b. Subculture: Smaller subcultures provide more specific
identification and socialization for their members. Within sub-
cultures are nationalities, religions, racial groups, and geographic
areas.
c. Social Class: Social class is a group in a society where each group
tends to have the same values, interests, and behaviour.
2. Social factors
Reference groups, family, roles, and status are social factors influencing
consumer behaviour.
a. Reference Group: Various groups will influence a person's

behaviour. A person's reference group is all groups that have a
direct (face-to-face) or indirect influence on that person's attitude
or behaviour.
b. Family: The family plays a major role in human behaviour so the
family can influence consumer buying behaviour.
c. Role and status: A person has several groups, such as family,
association or organization. Roles consist of activities a person is
expected to perform to provide status. Someone chooses a product
that reflects and communicates their role, and each role will carry a
status in the form of a general award given by society.
Personal Factors Kotler & Keller, (2016) Buyer decisions are also
influenced by personal characteristics. Personal factors include:
18
1. Age and stage of life cycle
People will buy different products throughout their lives. A person will
buy a product to satisfy his needs and wants. A person's needs will
differ in number and type according to age.
2. Work
A person's occupation also affects his consumption patterns. As a
result, companies can produce products according to the needs of
certain work groups.
3. The state of the economy
A person's economic situation will greatly affect the selection of
products according to their income level.
4. Personality
Everyone has a unique personality, and this will affect their buying
behaviour. Personality is a unique psychological characteristic that
causes consistent and enduring environmental responses. In addition,
consumers tend to choose and use brands by how they see themselves
as individuals. Moreover, it is also based on how we want to see
ourselves or how others view us.
5. Lifestyle
Lifestyle is a person's pattern of living in the world, expressed in his
activities, interests and opinions.
a. Psychological Factor
Motivation, perception, learning, and memory influence a purchase
choice.
1. Motivation
Motive (drive) is an urgent need to direct someone to seek the
satisfaction of his needs.
2. Perception
Perception is our process of selecting, organizing, and translating
information inputs to create a meaningful picture acceptable to
humans.
19
3. Learning
Learning is a change in a person's behaviour that arises from
experience.
4. Memory
All information and experiences experienced by humans will be
embedded in long-term memory.
II.2.6 Consumer Behavior Theory

The character of the customer understands "Why consumers do and what
they do". Leon & Lazar Kanuk Leslie, (2010) tated that customer character
research is a lesson about how someone makes decisions to distribute available
resources. Customers have an astonishing diversity to research as they include
people of all ages, cultural backgrounds, education and other socioeconomic
circumstances. Therefore, deepening how a customer behaves and what factors
influence these characters and habits is very important. The customer's character
will be displayed in several sections, including the section before, when, when,
and after making a purchase. In the section before making a purchase, customers
will look for information about products and services. In the process of deciding
to purchase, customers will buy products and services, and in part, after making a
purchase, customers use (product use), assessment of workability on a product,
and finally, individual activities that can be quickly involved in being obtained
and used at the end of the day. Goods and services, including the decision-making
process and the preparation and determination of these activities.
Kotler dan Keller (2016) argue that consumer behaviour is the study of
how individuals, groups and organizations choose, buy, use and place goods,
services, ideas or experiences to satisfy their wants and needs. Meanwhile,
according to Schiffman dan Kanuk (2015) consumer behaviour illustrates how
individuals decide to ride available resources (time, money, effort) to buy goods
related to consumption. Based on the assumptions of some experts, it can be
summarized that consumer behaviour is that before they do or decide to buy or
20
use a particular trademark, they go through a psychological process where all
attitudes, traits and activities will evaluate the performance results of products and
services that are in, in a psychological process that on offer. They explore where,
under what conditions, and what is the habit of an individual to buy certain
products and services with certain trademark values. Therefore, they are very
helpful for marketing managers in making the company's marketing policies.
According to Assael (2017), the consumer behaviour model is briefly shown to
understand consumer behaviour. Where one example of a stimulus is a directed
response to an urge that has entered the person's consciousness to respond to it, it
is described in the diagram as follows:
Figure 2.2 Consumer Behavior Model According to Assael
Using the model above, Assael, (2017) that customer decision-making is

the stage where consumers perceive and evaluate brand information, review how a
brand can fulfil customer needs and stick to a brand. According to Assael (2017)
there are 2 (two) major influences can determine a customer's choice. The first
influence is customer needs, brand perceptions, characteristics, and attitudes
towards alternatives that can influence brand selection. The second influence of
customer decision-making is the environment. The environment in customer
buying is illustrated by societal norms and values, with sections of society with
21
different norms and values in particular life and with friends, family members and
reference groups.
Once the customer or user has made a decision, a post-purchase review,

described as feedback for the individual customer, will take place. During the
evaluation stage, customers will learn from experience and change how they
obtain information, evaluate and choose a brand. The customer's own experience
will influence the customer's decision to buy a similar brand. The point of view on
customer attitudes is not easy to apply because many factors influence and interact
with each other. Therefore, the market approach taken by the company must also
be seriously designed as well as possible while considering many of these factors.
Then, Kotler dan Armstrong (2016) explain that marketers can study actual
customer purchases to determine what they consume, where, and how much.
II.2.7 Previous Research

In this study, the authors will provide several existing journals regarding the
factors that influence consumer behaviour towards purchasing decisions for
building material products in e-commerce, namely as follows:
1. Research conducted by Abdillah et al., (2021) entitled "The Influence Of

Perceived Usefulness, Perceived Ease Of Use, And Perceived Risk On
Purchase Interest and Use Behavior Through Bukalapak Application In
Samarinda". This study aims to analyze and explain the effect of perceived
usefulness, perceived ease of use and perceived risk on purchase interest
and user behaviour through the Bukalapak application in Samarinda. The
data collection technique used is non-profitability sampling. A total of 105
respondents in this study were those who had used the Bukalapak
application located in the city of Samarinda, East Kalimantan. The e-
analysis is carried out using Partial Least Square (PLS) with the SmartPLS
application version 3.8.9. The results showed that: Perceived Usefulness
has a positive effect on purchase intention; Perceived ease of use has a
positive influence on purchase intention; perceived risk has a positive
effect on purchase intention; perceived usefulness has a positive influence
22
on user behaviour; perceived ease of use does not have a positive effect on
user behaviour; perceived risk has a positive influence on user behaviour;
Purchase intention has a positive influence on user behaviour.
2. Research conducted by Ventre & Kolbe, (2020) entitled "The Impact of
Perceived Usefulness of Online Reviews, Trust and Perceived Risk on
Online Purchase Intention in Emerging Markets: A Mexican Perspective".
This study investigates online purchase intention in emerging markets,
focusing on the impact of the perceived usefulness of online reviews, trust
and perceived risk. The results were obtained from an online survey
answered by 380 online shoppers in Mexico City. Results from partial
least squares structural equation modelling (PLS-SEM) using SmartPLS
indicate that online reviews' perceived usefulness influences trust and
purchase intention. Trust has an inverse relationship with perceived risk
and positive influences on online purchase intention. The authors did not
find perceived risk to influence online purchase intention directly.
Companies should seek to encourage customers to share their positive
online opinions to improve trust and encourage online purchases. This
paper contributes to a more comprehensive understanding of the influence
on online purchase intentions in emerging markets.
3. Research conducted by Wilson, (2019) entitled "The Impact Of Perceived
Usefulness And Perceived Ease-Of-Use Toward Repurchase Intention In
The Indonesian E-Commerce Industry". This research was conducted to
understand the impact of perceived usefulness and perceived ease of use
on repurchase intention in the Indonesian e-commerce industry. A total of
400 respondents participated in this research, in which collected data were
further analyzed using the PLS-SEM method. SmartPLS 3.2.7 software
was used to analyze and generate the results required to conclude this
research. Based on the results of the data analysis, it could be concluded
that both perceived usefulness and perceived ease of use had a positive
impact on Indonesian consumers' repurchase intention in the e-commerce
industry, both directly and indirectly through a trust. Based on these
23
results, the author suggests that companies practising their business in the
Indonesian E-Commerce Industry upgrade their system to be simpler yet
understandable regarding the website or the apps that the company
develop to reduce the level of confusion among the users. At the same
time, companies should also create a website or system in which people
will perceive that such an app or e-commerce website would be beneficial
in helping them in enhancing their daily activities, thus pushing them to
learn and use the system. To the author's best knowledge, this is one of a
few studies which assess the relationship between variables in the e-
commerce industry using the PLS-SEM approach.
4. Research conducted by Joko Wijoseno & Ariyanti, (2018) entitled
“Perceived Factors Influencing Consumer Trust, Revolution Tekhnologi
and Its Impact on Online Purchase Intention in Indonesia”. This research
tries to examine the factorsthat influence consumer perception to do online
shopping in Indonesia. Based on previous study, one of the key factor that
affect customer intention to purchase online is trust. The purpose of this
study is to investigate the impact of Indonesian consumer’s trust on their
intention to purchase in Indonesian marketplace. The model that used in
this study suggests a significant relationship between online trust in
combination with perceived technology and online purchase intention.
This model also suggests that online trust mediates the effects of e-
commerce knowledge, perceived reputation, perceived risk and perceived
technology toward online purchase intention. This study was done by
determining the indicator of each used variables based on previous
research. The operationalization of variables was done in the making of
questionnaires so that each question has the highest relevance to its
variable. We did the calculation analysis using PLS-SEM method using
SmartPLS v. 3.2.6. The results shows that all relationship between these
variables are significant exceptbetween perceived reputation and online
trust. This study confirms that Indonesian consumers trust has significant
24
effect on their online purchase intention. The implication of this result are
discussed for researchers and practical world.
5. Research conducted by Arman et al., (2020) entitled “evolution of
technology and consumer behavior: the unavoidable impacts”. The
technology evolution during industry 4.0 era is significantly impact on
consumer behavior and expectation. This review started with the
introduction of technology changes and trend that potentially impact on
business and consumer behavior, followed by explanation regarding the
motivation of the industry evolution from Industry 1.0 to Industry 4.0. It
then give the review and provide insight explanation on process involved
in the consumer decision process and how the technology evolution
motivate and lead to change in consumer behavior analysis from step
involved in the consumer decision making process. It then gives some
insight on the significant impact of technology innovation on consumer
expectation towards product and service offered by the organization and
provide potential recommendations to the organization to enrich the
customer shopping experience and engagement.
II.3 Conceptual Framework
Perceive
Usefulness
H4
H1
H5
purchase consumer
Trust
intention H7 behaviour
H2
H3 H6
revolution
technology
Hypothesis:
25
H1: perceived usefulness significantly affects the purchase intention of
building material products in e-commerce.
H2: Trust significantly influences the purchase intention of building
material products in e-commerce.
H3: Revolution technology significantly influences the purchase intention
of building material products in e-commerce.
H4: Perceived usefulness significantly influences consumer behaviour of
H5: Then significantly influences consumer behaviour of building material
products in e-commerce.
H6: Revolution technology significantly influences consumer behaviour of
H7: Purchase intention significantly influences consumer behaviour in
26
CHAPTER III
RESEARCH METHODOLOGY
III.1 Research Design

In this study, the method used is a quantitative research method because
this research is based on empirical data in explaining a business phenomenon.
Systematic empirical investigation is a quantitative study of observable
phenomena through statistical, mathematical, or computational techniques
(Creswell, 2014).
Quantitative research aims to develop and use mathematical, theoretical,

and hypothetical models related to the phenomena that occur. The center of
quantitative research is a measurement process because it provides empirical
observational relationships and mathematical results from quantitative
relationships. Any data in the form of numbers such as statistics, percentages, and
others are quantitative research. The researcher analyzes the data with the help of
statistical software and in the hope that the figures will produce unbiased results
that can be generalized to some larger population (Ghozali, 2019).
Quantitative research is different from qualitative research because

quantitative research is based on numerical data or can be described as numbers.
Statistics is the basic method used to investigate numerical data. Statistical
techniques are concerned with the organization, analysis, interpretation and
presentation of numerical data. Statistics is a very broad field of study with
applications in almost all disciplines, especially economics and business. With the
advent of computers, statistical processes for calculating and analyzing data have
become more accessible. The unit of analysis is a relevant topic for social research
although the most obvious implications can be seen in quantitative research. The
understanding of the unit of analysis is often doubted when the object of research
is a group of people in the aggregate. The difference between unit of analysis and
aggregate occurs in explanatory research. The unit of analysis in a study is the unit
27
of observation. The unit of analysis in this study is the consumer purchasing
building material products in e-commerce (Sekaran & Bougie, 2018).
In every research, it is necessary to do a research flow. Broadly speaking,

the research is based on factors that influence consumer behavior towards
purchasing decisions for building material products in e-commerce. Furthermore,
problem identification is carried out where the problems that occur are included in
the context of business and marketing management. In this study, a quantitative
approach was used by utilizing the variables perceived usefulness, trust,
Revolution technology, purchase intention, and consumer behavior.
Fi
gu
re
2.1 Business Environment Analysis Framework
28
III.2 Data Collection
There are two sources of data used by researchers at this time, namely
secondary data and primary data that can support this research. Secondary data is
data obtained from other research sources, while primary data is obtained directly
from researchers for certain research purposes. Primary data is data obtained
directly from the first hand without intermediaries. The data is obtained from the
results of interviews, observations, experiments, or by compiling a questionnaire.
Primary data was collected by the researcher through a questionnaire that was in
accordance with the indicators of this research variable. The target of this research
is the experience of online shop consumers. Secondary Data is data obtained from
statistics, publications, government, published and unpublished information from
within and outside the organization, websites, and the internet. Secondary data is
used as a reference obtained from several journals (Sekaran & Bougie, 2018).
The data collection method used by the researcher is by conducting a

literature study from various official sources and distributing online
questionnaires. This study uses sources from books, journals, and other sources
from the internet related to this research. Researchers collect data from
respondents through a series of questions that can be filled in according to the
wishes and opinions of the respondents. Researchers chose to conduct online
questionnaires to increase opportunities and reach respondents more quickly. The
questionnaire is one of the survey instruments composed of several questions to
the respondents (Sekaran & Bougie, 2018).
In this research, it will be conducted to consumers who use e-commerce

services in purchasing building material products. In this study, the measurement
scale that will be used by the researcher in the questionnaire is a 5 (five) Likert
scale point. According to (Sekaran & Bougie, 2018) the Likert scale is used to test
the strength of respondents in answering agree or disagree on the questions given
on a five-level scale. This social phenomenon has been defined specifically by the
author, hereinafter referred to as the research variable. The size of the research
scale is described in Table 3.1 as follows:
29
Table 3.1 Likert Scale
Question Code Score

Strongly agree SS 5
Agree S 4
Neutral N 3
Don't agree TS 2
Strongly disagree S 1
The Likert scale was used in this study to facilitate respondents in

answering each item on the research questionnaire, as well as for processing data
from respondents' responses.
III.2.1 Population and Sample

The population is the entire sample group for certain characteristics that the
researcher wants to investigate, while the sample is a group unit of the population
(Sekaran & Bougie, 2018). The population in this study are people in the Greater Jakarta
area who make purchasing decisions for building material products in e-commerce, by
using a sampling technique. The sampling technique is the stage of the sampling process
or available elements (Sekaran & Bougie, 2018).
This study uses a sample of respondents, the sampling method used is non-
probability sampling. Non-probability sampling is a sampling technique that does not
provide opportunities and opportunities for all elements or is not selected at random,
using purposive sampling technique. According to (Sekaran & Bougie, 2018) purposive
sampling is a sample selection technique for the type of person with the criteria
determined by the researcher. This study requires a sample of e-commerce consumers, in
Jabodetabek. According to (Gefen et al., 2000) the size of the sample used in the study
must be greater than 5 times the number of indicators, for this study the number of
indicators is 46 x 5 indicators, so that if the number of indicators in this study is
multiplied by ten (46 x 5 indicators) then the minimum number of samples in this study is
230 samples.
30
III.2.2 Operationalization Variable
Variable operationalization is the elaboration of an abstract concept so that
it can be measured and clear (Sekaran & Bougie, 2018). There are 5 variables that
will be examined in relation to this research, namely variables perceived
usefulness, Trust, Revolution technology, consumer behavior and researchers use
indicators from each variable to serve as a benchmark in compiling statements.
Operational variables of this research can be seen in the table:
Table 3.1 Operationalization Variable Perceive Usefulness
Variable Indicator Question Indicator

1. Using e-commerce shortens my time
in shopping problems.
Perceive Usefulness is an 2. Using e-commerce makes it easier for
Fleksibel
individual's perception of me to make purchases
using 3. E-commerce can be used wherever
new technology that can and whenever it is needed to shop
improve its performance 1. E-commerce is easy to operate
(Davis, 1989) 2. E-commerce can be controlled by
Convenience
their respective users during the Covid-
19 pandemic.
Table 3.2 Operationalization Variable Trust

Trust Reliable in fulfilling1. I feel e-commerce can be relied
is belief and promises on to fulfil promises that have been
individual commitment made
in using 2. I feel that shopping through e-
new technology commerce can be trusted
(Handayani et al., 2021) Prioritizing consumers 1. I feel prioritized when
purchasing building material
products in e-commerce
2. I feel prioritized when shopping
on e-commerce
3. This e-commerce prioritizes
consumer welfare
Convenience 1. I believe that the e-commerce
service will offer the service
secure payment during the Covid19
pandemic.
2. E-commerce services can be
31
controlled by their respective users
during a pandemic
1.I feel guaranteed because the e-
commerce service will fulfill your
wishes and
your needs as a user during the
Covid19 pandemic.
2. I feel guaranteed that e-
Can be expected commerce services will protect
your privacy during the Covid-19
pandemic.
3. I am happy with the standard of
operation in e-commerce
4. This e-commerce has high
integrity
Table 3.3 Operationalization Variable Revolution technology

The digital revolution Website 1. Websites can provide more
affects traditional complete information about a
marketing to change into product or service
digital marketing. As SEO 2. Search Engine Optimization
explained by Philip Kotler (SEO) makes it easier for me to
& Gary Armstrong, (2018) search for building materials in e-
that currently our commerce
marketing has moved from 3. PPC Advertising is able to give
traditional marketing to me the best product
digital marketing. PPC Advertising
recommendations when shopping at
According to Chaffey et e-commerce
al., (2008), digital 4. I find a lot of promoting products
marketing is the Affiliate marketing or services of building materials
application of digital and strategic products in e-commerce
technology that forms an partnership
online channel to the Online PR 5. I found a lot of positive
market. comments about the product I was
looking for in e-commerce
E-mail marketing 6. I get a promotional email about
the product I'm interested in
Customer relationship 7. E-Commerce takes care of
management existing customers
32
Table 3.4 Operationalization Variable Purchase intention

Consumer purchasing Problem recognition 1. I know what kind of e-commerce
decisions are the decision- I need.
making processes and 2. Prices in e-commerce are lower
buying activities of people than offline stores
who buy products for
personal household use
and not for business Information research) 3. Before making a purchase, I have
purposes (Rachbini, 2018) been looking for information about
the purchase of building materials
that I will buy (such as on the
internet, finding out through
friends, family)
4. I will make more purchases via
e-commerce in the future
5. Besides looking for information
about the building materials I want
Evaluation of to buy, I'm also looking for
alternatives information about other brands
6. I will make this e-commerce the
first choice
7. I buy building materials in e-
commerce after comparing with
Purchase Intention
offline shopping with similar
products.
Post purchase 8. After shopping in e-commerce, I
decision will recommend to family, friends,
or co-workers’.
33
Table 3.5 Consumer behaviour

According to Kotler & Cultural Factor 1. I choose to shop for building
Keller, (2016) Consumer materials on e-commerce because of
Behavior is the reaction of technological developments
consumers after a 2. I choose to shop at e-commerce
purchase. The formation of because it provides whatever items I
the level of satisfaction need
and dissatisfaction after 3. I choose to shop for building
using the product which materials in e-commerce because
will influence subsequent my friends and I often compare
behavior. prices between online stores and
offline stores
Social factors 1. I choose to shop at e-commerce
because it is influenced by social
groups.
2. I choose to shop at e-commerce
because of the influence of my
family.
3. I choose to shop at e-commerce
because it fits the slang style of
today's youth.
1. I choose to shop for building
materials on e-commerce because it
suits my age
materials in e-commerce because it
fits my job as a young professional.
Personal Factor
suits my income.
materials in e-commerce because I
like things that are practical and
fast.
suits my modern lifestyle.
Psychological Factor 1. I choose to shop for building
materials in e-commerce because
the price is cheaper.
is easy to access.
34
materials in e-commerce based on
the experience of the products that
have been offered.
is easy to transact
III.3 Data Analysis Method

According to Sugiyono, (2019) Quantitative method is a method that is
used to examine a population or sample. Quantitative research data collection
techniques use analytical instruments and quantitative or statistical data, with a
view to testing and describing speculations or hypotheses that have been
determined by the researcher.
According to Sugiyono, (2019) survey research is a quantitative research

method carried out by researchers to obtain good data about a person's opinion,
beliefs, opinions and others, which has the aim of testing variables on a
hypothesis, the sample is taken from a predetermined population and with Data
collection techniques are carried out through observation (questionnaires or
interviews). According to Sekaran & Bougie (2018), cross-sectional research is “a
study can be undertaken in which data are gathered just once, perhaps over a
period of days or weeks or months. In order to answer a research questions” And
can be translated as a research in which the data dissemination process is only
carried out once in a period of several days, weeks or months, with the aim of
answering existing research questions. Previous research and books, adjusted for
variables similar to this study.
Quantitative data analysis was carried out using the PLS (Partial Least Square)
analysis technique with SmartPLS version 3 software. After studying the relevant
literature and formulating hypotheses, data were collected from the respondent's
questionnaires that had been filled out. In SEM, a compatibility test is carried out
to evaluate the level of conformity between the data and the model, the validity
35
and reliability of the measurement model, and the importance of the structural
model coefficients (Wati, 2021).
Sarstedt et al., (2017) revealed that, “Checking the suitability of the data with
the model is carried out in various steps. This study uses the PLS approach for
data analysis. PLS analysis is distinguished from other SEM analysis approaches
in a number of ways (Sanchez, 2013) :
a. Data is not required to be normally distributed.

b. The data can use a small sample, where the minimum sample is more than
30.
c. PLS can be used to explain whether a variable has a relationship or not.
d. PLS can check reflective and formative indicators as well as construction.
e. PLS can predict large and complex models including hundreds of latent
variables and thousands of indicators.
f. PLS bootstrap test can be performed on outer and inner structural models.
III.3.1 Designing a Measurement Model (Outer Model)

This model is used to test the validity and dependence of the relationship
between indicators and latent variables.
a. Convergent Validity
The size of the correlation between the construct and the latent variable is
measured by Convergent validity. This can be seen from the standard
loading factor when measuring Convergent validity by examining the
reliability of individual items. The standard loading factor quantifies the
strength of the relationship between each measurement item (indicator)
and its concept. According to Jogiyanto, (2016) that, the loading factor (I)
used for convergent validity is outer loading > 0.7, communality > 0.5, and
average variance extracted (AVE) > 0.5.
b. Discriminant Validity
The following examination will compare discriminant validity and
square root of average variance extracted (AVE). The measurement model
was evaluated based on the cross loading assessment with constructs.
36
According to Abdillah & Hartono, (2015) If the AVE of the extracted
average variance is greater than the correlation involving latent variables,
discriminant validity is met. The discriminant validity test also includes a
validity test using the Fornell-Larcker criterion. This test compares the
square root of the AVE with the correlation between latent variables. In
particular, the square root of each AVE construct must exceed its greatest
association with the other constructs.
A different method for analyzing the results of the Fornell-Larcker
criterion is to check whether AVE > squared correlation with other
components. The premise behind the Fornell-Larcker technique is that
constructs share more variation with related indicators than with unrelated
constructs. Meanwhile, Sanchez, (2013) proposed an evaluation of the
heterotrait-monotrait ratio (HTMT) of correlation. HTMT is the ratio of
the correlation between traits to the correlation in traits. HTMT i.e. the
average of all indicator correlations across constructs measuring different
constructs (i.e., heterotrait–heteromethod correlations) relative to the
(geometric) mean of indicator correlations calculating the same construct
(i.e., monotrait–heteromethod correlations; for definition formal statistics
HTMT (Henseler et al., 2015). If the route model contains a highly
comparable conceptual structure, the HTMT criterion is a boundary value
of 0.90 (eg, affective satisfaction, cognitive satisfaction, and loyalty).In
other words, the HTMT score is more greater than 0.90 implies
insufficient discriminant validity (Henseler et al. 2015).When the route
model constructs are more conceptually different, lower and more careful
threshold values are required (Henseler et al., 2015). In addition, HTMT
can be useful as a basis for statistical evaluation of discriminant validity,
due to the fact that PLS-SEM does not depend on distributional
assumptions, parameter significance tests Typical metrics cannot be used
to determine whether the HTMT statistic varies substantially from 1.
37
c. Composite Reliability
If the value of composite reliability > 0.8, it can be concluded that the
construct has a high degree of dependence or is reliable and > .6 is said to
be quite reliable.
d. Conbach Alpha
In PLS, the presence of Cronbach alpha, which tests the consistency of
each response, strengthens the reliability test. In this study, to test the
reliability of a construct with reflective indicators. Cronbach-Alpha and
Composite Reliability were carried out which can be said to be reliable if
it has a value ≥ 0.6 and very reliable if it has a value ≥ 0.8.
III.3.2 Designing a Measurement Model (Inner Model)

The development of concept and theory-based models to investigate the
relationship between exogenous and endogenous variables defined in the
conceptual framework includes testing of the inner model. The structural model is
evaluated by testing the R-square value, which includes the goodness-fit test
(Ghozali, 2019). The following procedure is used to test the structural model
(hypothesis testing) at each stage:
1. R-square (R2)
The R-Square, namely the goodness-fit model test for endogenous

latent variables worth 0.67, 0.33 and 0.19 in the structural model, indicates
that the model is "good", "moderate", and "weak" (Ghozali 2019). Pay
attention to the value of R2 which is included in the Goodness of Fit (GoF)
model test. In evaluating the model using PLS, the R-Square (R2) for each
dependent latent variable is checked first. R-Square (R2) represents the
extent to which the independent variable explains the dependent variable.
R-Square (R2) has a value between zero and one. If the value of R-Square
(R2) is close to one, the independent variable has all the information
needed to predict the variation of the dependent variable. Conversely,
when the value of R-Square (R2) decreases, so does the capacity of the
independent variable to explain the variance of the dependent variable.
38
The value of R-Square (R2) increases every time the independent variable
is added, even if the independent variable has no substantial effect on the
dependent variable.
2. Predictive Relevance Value (Q2)
The Predictive Relevance (Q2) of the structural model measures

how effective the observed values and estimated parameters are made by
the model. Predictive Relevance (Q2) > zero when only endogenous factor
models are considered. Similarly, a score of 0 or negative Predictive
Relevance (Q2) implies that the model is not relevant to the prediction of
certain endogenous components. To determine Predictive Relevance (Q2),
apply the following formula: Q2 = 1-(1-R12 ) (1-R22 ) …….. (1-Rp2 ).
3. Model Fit Evaluation
In this study, the fit model was evaluated using two test models:
standardized root mean square residual (SRMR) and normal fit index
(NFI). Ghozali (2019) revealed that a model is said to have a good fit if the
SRMR value is < 0.08 and the NFI is > 0.80.
4. Effect Size value (f2 )
The value of f square (f2) shows the effect of each predictor

variable on endogenous variables. Cohen (in Ghozali, 2019) gives a
reference to the magnitude of the effect size, which can be interpreted as
showing a fairly large effect size, namely f = 0.02 for a small effect size
(small moderating effect size), f = 0.15 for medium (medium moderating).
effect size), and f = 0.35 for large (large moderating effect size).
39
III.3.3 Hypothesis T Test
This study presents, depending on the research objectives, hypotheses test
designs that can be made based on the hypothesis test designs offered in this
study.
The level of confidence used is 95% at (α) = 5%, where: (1) if the value of
t-statistics < value of t-table (t-statistics 1.96), and P Value 5, consequently Ho is
accepted and Ha is rejected; and (2) if the value of t-statistic <t-table value (t-
statistic 1.96), and P Value 5 Ho is rejected and Ha is accepted.
III.3.4 Mediation Hypothesis Test

According to Greenberg & Robert Baron, (2014), the function of the
variable as a mediator occurs when: (1) Which explains significantly the variance
in the mediator variable, namely changes in the independent variable; (2) The
significant variance in the dependent variable can be explained by variations in
the mediator variable; and (3) The relationship between the independent variable
and the dependent variable is neither significant nor substantial when the mediator
variable is controlled (paths a and b). In the sense that the independent variable
can directly predict the dependent variable, but its value is smaller than the
projected value of the mediator variable. There are two analytical models for the
mediator variable:
1. Full mediation, which shows that the independent variable cannot

significantly influence the dependent variable without a mediator
variable.
2. Part Mediation, showing that the independent variable can affect the
dependent variable without requiring a mediator variable.
40
CHAPTER IV
FINDINGS: BUSINESS SOLUTION
IV.1 Analysis
IV.1.1 Company Overview History
Mowilex Indonesia, a subsidiary of Asia Coatings Enterprises, Pte. Ltd., is a
premium paints and coatings manufacturer that has been in business for more than
50 years. Mowilex products were first introduced in 1970, in the course of which
our company has won several awards. Our efforts to become a pioneer started
from being the first paint manufacturer to produce environmentally friendly
water-based paints in Indonesia. We have a long history of corporate
responsibility and are committed to preserving and protecting the environment
wherever we operate. In the paint industry, we are pioneers for:
1. Became the first paint manufacturer to produce water-based paint.
2. Became the first paint manufacturer to sell paint in terms of volume, not
weight.
3. Becoming the first paint manufacturing company with Carbon Neutral
certification in Indonesia.
4. Became the first paint manufacturer to initiate a VOC (Volatile Organic
Compound) standard based on the Air Quality Regulations established by
the state of California, United States of America.
41
Committed to quality :
We believe investment in quality is never wasted. We do not compromise and
strive to be the best, we continue to develop by adhering to "Good Manufacturing
Practices", to become good citizens in all communities. All of our products are
developed so that our customers can beautify and protect their properties because
we know form and function cannot be separated.
Company Citizenship :
Adhering to good corporate citizenship practices is a leadership position
that we have held since the beginning, and it is deeply rooted in our corporate
culture. Over the years, Mowilex has supported hundreds of schools and repainted
parks and religious organizations.
In 2018, we conducted a total of 125 charities to supply paint and other
coating materials to schools, town halls and religious organizations. In 2019,
Mowilex has donated more than 50,000 liters of paint for more than 200 CSR
(Corporate Social Responsibility) projects. More than 10 years ago, we supported
a conservation organization's efforts to protect the Sumatran rhino species. In
2019-2024, with the help of our parent company, Asia Coatings Enterprises Pte.
Ltd. Together with Conservation International, we are participating in protecting
Saleh Bay in Sumbawa, East Nusa Tenggara with an area of 1500KM2, the home
of the Whale Shark habitat which is included in protected animals, as well as
supporting the sustainability of eco-tourism in the area. We are committed to
protecting Saleh Bay, Sumbawa, for the next 5 years. Other activities that our
42
company does include painting the Rawinala Panti – one of the orphanages that
care for children with special needs. Mowilex employees volunteered to help and
donate more than 1,000 hours to the activity. Apart from that, our employees also
participated in sending aid to Palu, the eastern part of Indonesia which was hit by
an earthquake. Mowilex delivered more than 18 tons of food and aid to the
victims, by sending it directly through our volunteer employees.
IV.1.2 Description of Respondents

The research was conducted on consumers who had purchased building
material products on e-commerce. Respondent demographic data that will be
presented includes gender, age, length of work, status and last education.
Respondents who filled out the questionnaire correctly and completely were 230
people.
Table 4.1 Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Man 154 67.0 67.0 67.0
Women 76 33.0 33.0 100.0
Total 230 100.0 100.0
Based on Table 4.1 above, the Respondent Characteristics data based on
gender shows that out of a total of 230 respondents, there were 154 respondents or
67.0% who were male, while 76 respondents or 33.0% of other respondents were
female. This shows that the majority of men buy more building materials in e-
commerce compared to female respondents. In addition, men are also more
43
dominant in finding out about a product and service, even making comparisons
with the same products and services with different products.
Table 4.2
Age
Cumulative
Valid 17 – 20 year 2 .9 .9 25.7
20 – 30 year 83 36.1 36.1 61.7
30 – 40 year 88 38.3 38.3 100.0
> 40 year 57 24.8 24.8 24.8
Total 230 100.0 100.0
Based on table 4.2 Characteristics of respondents based on age, most
respondents were respondents aged 30-40 years, namely 88 respondents or 38.3%
and showed that respondents who purchased building materials in e-commerce
were dominated by the Millennial Generation. Besides that, people belonging to
the Millennial generation are good problem solvers because they have sense and
ideas that are out of the box.
Teble 4.3
Last Esucation
Cumulative
Valid Diploma 72 31.3 31.3 31.3
S1 132 57.4 57.4 88.7
S2 26 11.3 11.3 100.0
Total 230 100.0 100.0
44
Based on table 4.3, the characteristics of respondents based on their last
education are mostly undergraduates (S1), with a total of 132 respondents or
57.4%. Meanwhile, Diploma 72 education is the second largest education after
undergraduate (S1), namely as many as 31.3% of respondents. This shows that
most of the respondents who buy building materials on e-commerce have a
bachelor's degree (S1).
Table 4.4
Length of work
Cumulative
Valid 0 - 3 year 30 13.0 13.0 61.7
3 - 6 year 43 18.7 18.7 80.4
6 - 10 year 45 19.6 19.6 100.0
> 10 year 112 48.7 48.7 48.7
Total 230 100.0 100.0
Based on table 4.4 Characteristics of Respondents based on length of work
shows that respondents who purchase building materials on e-commerce have the
majority of working years > 10 years. This shows that the majority of respondents
who buy building materials are respondents who have steady jobs.
Table 4.5
Penghasilan Per Bulan (dalam Rp)
Cumulative
Valid < 5 million 66 28.7 28.7 28.7
5 - 10 million 77 33.5 33.5 100.0
10 - 15 million 22 9.6 9.6 66.5
45
> 15 million 65 28.3 28.3 57.0
Total 230 100.0 100.0
Based on table 4.5 Characteristics of Respondents based on Monthly
Income in Rupiah, it shows that the majority of respondents who buy building
materials on e-commerce are IDR 5-10 million per month or 33.0%. Thus the
majority of respondents in this study are the majority of respondents who
purchase building materials on e-commerce, have an average income of 5-10
million.
Table 4.6
E-Commerce that you often use?
Cumulative
Valid Blibli 37 16.1 16.1 16.1
Bukalapak 12 5.2 5.2 21.3
JD.ID 9 3.9 3.9 25.2
Lazada 5 2.2 2.2 27.4
Shope 59 25.7 25.7 53.0
Tokopedia 108 47.0 47.0 100.0
Total 230 100.0 100.0
Based on table 4.6 Characteristics of Respondents based on E-commerce
applications, what respondents often use are the Tokopedia and Shopee
applications. This shows that respondents who buy building materials on e-
commerce usually use applications that are frequent, easy, and known to use.
46
Table 4.7
How often in a month do you often make transactions in e-commerce
Cumulative
Valid 1 - 5 times 87 37.8 37.8 37.8
6 - 10 times 63 27.4 27.4 87.4
11 - 15 times 29 12.6 12.6 50.4
16 - 20 times 22 9.6 9.6 60.0
More than 20 times 29 12.6 12.6 100.0
Total 230 100.0 100.0
How often in a month do you often make transactions on E-commerce
Based on table 4.7 Characteristics of Respondents based on how often in a month
they often make transactions in E-commerce. Dominant respondents answered 1-5
times as many as 87 respondents or 37.8% of respondents purchased building
materials on e-commerce 1-5 in a month.
IV.1.2 Variable Description

In addition to analysing descriptive statistics for the demographic data of
respondents, this study will also present a recapitulation of respondents' answers
for each statement/indicator in the questionnaire. The recapitulation of the
respondents' answers can be seen in the table below.
Table 4.8
Respondents Answers - Usefulness Variable (X1)
47
Answer
Indicator Average Criteria
1 2 3 4 5
Overall, the perceived usefulness variable (X1) has an average of 4.30, this
X1.1 127 63 22 5 13 4.24 Very high
means that the majority of respondents answered stronglyHigh
X1.2 112 83 14 4 17 4.17 agree with each
X1.3 126 67 17 5 15 4.23 Very high
X1.4
indicator of 147 usefulness.
perceived 52 17 4 This10 can 4.40 Verythat
be interpreted highthe variable
X1.5 157 44 13 6 10 4.44 Very high
perceived usefulnessAverage
(X1) is in a very high 4.30category Very highmajority of
and the
respondents strongly agree that perceived usefulness is the level of one's belief
that using technology will reduce excessive effort.
Table 4.9
Respondents' Answers – Trust Variable (X2)
Answer
Indicator Average
1 2 3 4 5
X2.1 102 89 24 7 8 4.17
X2.2 91 102 23 6 8 4.14
X2.3 67 86 57 3 17 3.80
X2.4 64 99 49 5 13 3.85
X2.5 68 95 56 6 5 3.93
Overall the Trust variable (X2) has an average of 4.09, this means that the
majority of respondents answered that they agreed on each Trust indicator. This
can be interpreted that the variable Trust (X2) is in the high category and the
majority of respondents agree that trust is an important factor in influencing
purchasing decisions.
48
Table 4.10
Respondents' Answers – Revolution Technology (X3)
Answer
Indicator Average
1 2 3 4 5
X3.1 100 100 21 5 4 4.25
X3.2 111 96 13 5 5 4.32
Overall the Technological Revolution variable (X3) has an average of
4.06, this means that the majority of respondents answered in agreement with each
indicator of the Technological Revolution. This can be interpreted that the
Technological Revolution variable is in the high category and the majority of
respondents agree that the Technological Revolution is an important factor in
influencing purchasing decisions.
Table 4.11
Respondents Answer – Purchase Intention (M)
49
Overall, the consumer behavior variable (Y) has an average of 3.73, this
means that the majority of respondents answered that they agreed on each
consumer behavior indicator. This can be interpreted that the consumer behavior
variable is in the high category and the majority of respondents agree that
consumer behavior can affect all variables in this study.
IV.1.3 Results of Partial Least Square Data Analysis Method (Pls-Sem)

Structural Equation Modeling (SEM) based on Partial Least Square (PLS).
PLS is an alternative model of covariance based SEM. PLS is also used to
develop theories in exploratory research by explaining the variance in the
dependent variable when examining a model (Sarstedt et al., 2017). The PLS
method is also intended for causal - predictive analysis in situations of high
complexity and relatively low theoretical support. PLS also has a goal to look for
predictive linear relationships between variables (component based predictive
model). The steps taken to fulfill each assumption of variance-based SEM are
guidelines for modeling variance-based SEM, both during the research data
collection process and during data processing using Smart PLS 3 (Sarstedt et al.,
2017).
IV.1.4 Measurement Model Test Results (Outer Model)

This Outer Model test will define how each indicator has a relationship
with its latent variable, and in this Outer Model the tests carried out include;
Convergent Validity, Discriminant Validity, Composite Reliability, Average
Variance Extracted (AVE) and Cronbach Alpha.
50
IV.1.4.1 Convergent Validity
To test convergent validity, it is carried out by examining, among other
things, individual item reliability, internal consistency, or construct reliability, and
average variance extracted. Evaluation of convergent validity from examining
individual item reliability can be seen from the value of the standardized loading
factor. Standardized loading factor describes the magnitude of the correlation
between each measurement item (indicator) and the construct. Here in Figure 4.1.
a picture of the calculation results of the measurement model with SEM PLS
version 3.0 is shown, which then shows the loading factor values on the indicators
for each research variable.
The loading factor value used in this study is > 0.5 so that if the loading
factor value is <0.5 in the calculation results of the measurement model (outer
model) it will be excluded from the model. Based on the results of data processing
with SmartPLS version 3.0 in Figure 4.1 below, it can be seen that the indicators
for each variable have a loading factor value of > 0.50. This shows that all of
these variable indicators are valid and are still used in the model or are not
excluded.
51
Figure 4.1
Measurement Model Calculation Results (Outer Model)
52
Table 4.12
Outer Loading Value Variable Perceive usefulness (X1)
Based on the table above, it can be seen that the indicators of each variable
have a loading factor value of > 0.70. This shows that all of these variable
indicators are valid and are still used in the model or are not excluded from the
model.
Table 4.13
Value Outer Loading Variable Trust (X2)
Conditio
Indicator Trust (X2)
n
X2.1 0.862 > 0.70
X2.2 0.855 > 0.70
X2.3 0.796 > 0.70
X2.4 0.878 > 0.70
X2.5 0.834 > 0.70
Based on the table above, it can be seen that each indicator of the trust
variable has a loading factor value of > 0.70. This shows that all of these variable
indicators are valid and are still used in the model or are not excluded from the
model.
53
Table 4.14
Value Outer Loading Variable Revolution technology (X3)
Indicator Revolution technology (X3) Condition

X3.1 0.856 > 0.70
Based on the table above, it can be seen that the indicators of the
revolution technology variable each have a loading factor value of > 0.70. This
shows that all of these variable indicators are valid and are still used in the model
or are not excluded from the model.
Table 4.15
Outer Loading Value Variable Purchase intention (M)
Indicato Conditio
Purchase intention (M)
r n
M1 0.881 > 0.70
M2 0.743 > 0.70
Based on the table above, it can be seen that each indicator of the Purchase
Intention variable has a loading factor value of > 0.70. This shows that all of these
54
variable indicators are valid and are still used in the model or are not excluded
from the model.
Tabel 4.16
Outer Loading Value of Consumer Behavior Variable (Y)
55
Based on the table above, it can be seen that each indicator of the
consumer behavior variable has a loading factor value of > 0.70. This shows that
all of these variable indicators are valid and are still used in the model or are not
excluded from the model. Evaluation of convergent validity from the Average
variance extracted (AVE) examination illustrates the magnitude of the variance or
diversity of manifest variables that can be possessed by latent constructs, the
greater the variance or diversity of manifest variables that can be contained by
latent constructs, the greater the representation of manifest variables to the latent
construct. Evaluation of convergent validity from the Average Variance Extracted
(AVE) examination can be seen from the AVE value based on the results of data
processing with SmartPLS version 3.0.
56
Table 4.17
Average Variance Extracted (AVE), Cronbach's Coefficient Alpha and Composite
Reliability (CR) values
As shown in table 4.17, it is known that the Cronbach's Coefficient Alpha
value for variables is more than 0.6 or even close to 1 and the Composite
reliability (CR) value is more than 0.7, so that all variables in the study are
declared reliable.
IV.1.4.2 Discriminant Validity Test

The validity of the indicators for each research variable can also be done
by testing discriminant validity, namely by examining the cross loading value,
namely the correlation coefficient of the indicator with the construct compared
with the correlation coefficient with other constructs. The value of the indicator
correlation coefficient must be greater for the construct than for the other
constructs.
57
Table 4.18
Discriminant Validity Test Results
58
Based on the results of the discriminant validity test after modifying the
model as shown in table 4.18 above, it shows that all indicators have a cross
loading value for the construct greater than the cross loading value for the other
constructs so that it is declared valid. It can be concluded that the constructs on all
dimensions have good discriminant validity.
IV.1.4.3 Structural Model Test Results (Inner Model)

This model is a specification of the relationship between latent variables,
also known as inner relations. In this test, it is a test of the type and magnitude of
the influence of the independent latent variables on the latent variables. This test
consists of 2 stages, namely the Determinant Coefficient R Square test (R2) which
is a test that calculates how much the independent latent variable explains the
variance of the dependent latent variable and the hypothesis test which is a test of
the research model hypothesis.
Evaluation of the inner model is done by looking at the coefficient of
determination. The coefficient of determination aims to measure how far the
model's ability to explain the variance of the dependent variable. The value of the
coefficient of determination is between 0 and 1. The value of R2 explains how
much the independent variable hypothesized in the equation is able to explain the
dependent variable Imam Ghozali, (2019), the value of R2 is said to be strong if
the value is 0.67, it is said to be moderate if the value is 0.33 and is said to be
weak if the value is 0.19. Table 4.9 below shows the R Square value of the
research model.
59
Table 4.19
R-Square Value (R2) of the Research Model
R Square
R Square
Adjusted
Purchase
0.751 0.748
intention (M)
Consumer
0.832 0.829
behavior (Y)
Based on the R-Square value above, it can be seen that the results of the R-
Square value on the Consumer Behavior variable (Y) of 0.832 are included in the
strong category. This means that the variable Benefits of Use (X1), Trust (X2),
Technological Revolution (X3) and Purchase Decision (M) have an effect of
83.2% on Consumer Behavior (Y), while the remaining 16.8% is influenced by
other factors.
Based on the R-Square value above, it can be seen that the R-Square value
for the Purchase Decision variable (M) of 0.751 is included in the strong category.
This means that the variables Benefit Usability (X1), Trust (X2), Technological
Revolution (X3) have an influence of 75.1% on Purchase Decision (M), while the
remaining 24.9% is influenced by other factors.
IV.1.4.4 Validating the Overall Structural Model with Goodness ofFit Index
(GoF)
The purpose of testing the Goodness of Fit Index (GoF) is to validate the
combined performance of the measurement model (outer model) and the structural
model (inner model) which is obtained through the following calculations:
60
GoF = √ AVE x R 2
GoF = √ 0,763 x 0,791
GoF = 0,776
Information :
AVE = (0.758+0.730+0.865+0.742+0.718)/5 = 0,763

R square = (0,751 + 0,832 ) / 2 = 0,791
The results of the calculation of the Goodness of Fit Index (GoF) show a
value of 0.776. According to Tenenhau (2004), the value of GoF small = 0.1, GoF
medium = 0.25 and GoF large = 0.36. Based on these results, it can be concluded
that the combined performance of the measurement model (outer model) and the
structural model (inner model) as a whole is high because the Goodness of Fit
Index (GoF) value is more than 0.36 (GoF large scale).
IV.1.4.5 Research Hypothesis Testing

After testing the construct validity and discriminant validity and all
variables are declared appropriate, a structural model test will be carried out. This
test specifically will answer the hypothesis based on the research model
developed. The results of hypothesis testing, namely the influence and
significance of the effect, can be seen in table 4.20.
Table 4.20
Test the Direct Effect Hypothesis
Original Sample Standard
T Statistics P
Sample Mean Deviation
(|O/STDEV|) Values
(O) (M) (STDEV)
Trust (X2) -> Purchase intention (M) 0.324 0.321 0.089 3.634 0.000
Trust (X2) -> Perilaku Konsumen (Y) 0.185 0.182 0.059 3.137 0.002
Purchase intention (M) -> consumer 0.170 0.174 0.054 3.126 0.002
61
T Statistics P
(|O/STDEV|) Values
(O) (M) (STDEV)
behavior (Y)
Perceive usefulness (X1) -> Purchase

0.304 0.304 0.086 3.547 0.000
intention (M)
Perceive usefulness (X1) -> consumer

0.249 0.246 0.073 3.398 0.001
behavior (Y)
Revolution technology (X3) ->

0.312 0.316 0.068 4.609 0.000

0.392 0.395 0.055 7.155 0.000
consumer behavior (Y)
Based on table 4.20, the results of the research hypothesis test can be
summarized as follows:
1. Usefulness (X1) has a positive and significant influence on Purchase
Decision (M). The positive influence can be seen from the value (O) of
0.304. Meanwhile, the significance of the effect can be seen from the p-
values of 0.000 (less than 0.05). The results of the research above show
that hypothesis 1 is accepted. Purchase Decision (M) is influenced by the
Benefits of Usability (X1).
2. Trust (X2) has a positive and significant influence on Purchase Decision
(M). The positive influence can be seen from the value (O) of 0.324.
Meanwhile, the significance of the effect can be seen from the p-values
of 0.000 (less than 0.05). The results of the research above show that
hypothesis 2 is accepted. Purchase Decision (M) is influenced by Trust
(X2) Capability.
62
3. The Technology Revolution (X3) has a positive and significant influence
on Purchase Decisions (M). The positive influence can be seen from the
value (O) of 0.312. Meanwhile, the significance of the effect can be seen
from the p-values of 0.000 (less than 0.05). The results of the research
above show that hypothesis 3 is accepted. Purchase Decision (M) is
influenced by the Technological Revolution (X3).
4. Usefulness (X1) has a positive and significant influence on consumer
behavior (Y). The positive influence can be seen from the value (O) of
values of 0.001 (less than 0.05). The results of the above research show
that hypothesis 4 is accepted. Consumer Behavior (Y) is influenced by
the Benefits of Usability (X1).
5. Trust (X2) has a positive and significant influence on consumer behavior
(Y). The positive influence can be seen from the value (O) of 0.185.
While the significance of the effect can be seen from the p-values of
0.002 (less than 0.05). The results of the research above show that
hypothesis 5 is accepted. Consumer Behavior (Y) is influenced by Trust
(X2) Capability.
6. The Technological Revolution (X3) has a positive and significant
influence on Consumer Behavior (Y). The positive influence can be seen
from the value (O) of 0.392. Meanwhile, the significance of the effect
can be seen from the p-values of 0.000 (less than 0.05). The results of the
63
research above show that hypothesis 6 is accepted. Consumer Behavior
(Y) is influenced by the Technological Revolution (X3).
7. Purchase decision (M) has a significant positive influence on consumer
0.170. While the significance of the effect can be seen from the p-values
of 0.002 (less than 0.05). The results of the research above show that
hypothesis 7 is accepted. Consumer Behavior (Y) is influenced by
Purchase Decision (M).
Table 4.21
Indirect Effect Hypothesis Test
Standard
Original Sample T Statistics
Deviatio P
Sample Mean (|O/STDEV|
n Values
(O) (M) )
(STDEV)
Trust (X2) -> Purchase

Intention (M) -> 0.055 0.056 0.024 2.261 0.024
Consumer Behavior (Y)
perceive usefulness (X1) ->

Purchase Intention (M) -> 0.052 0.053 0.024 2.150 0.032
Revolution technology
(X3) -> Purchase Intention
0.053 0.054 0.019 2.771 0.006
(M) -> Consumer
Behavior (Y)
Based on table 4.21, the results of the research hypothesis test can be
summarized as follows:
1. Purchase decision (M) mediates the usefulness (X1) of consumer behavior
(Y). The positive mediating effect can be seen from the value (O) of 0.052.
64
Meanwhile, the significance of the effect can be seen from the p-values of
0.032 (less than 0.05). The results of the research above show that the
hypothesis is accepted. Consumer behavior (Y) is influenced by usefulness
(X1) which is mediated by purchasing decisions (M).
2. Purchase Decision (M) mediates Trust (X2) on Consumer Behavior (Y).
The positive mediating effect can be seen from the value (O) of 0.055.
While the significance of the effect can be seen from the p-values of 0.024
(less than 0.05). The results of the research above show that the hypothesis
is accepted. Consumer behavior (Y) is influenced by trust (X2) which is
mediated by purchasing decisions (M).
3. Purchase Decision (M) mediates the Technology Revolution (X3) on
Consumer Behavior (Y). The positive influence can be seen from the value
(O) of 0.053. While the significance of the effect can be seen from the p-
values of 0.006 (less than 0.05). The results of the research above show
that the hypothesis is accepted. Consumer behavior (Y) is influenced by
the Technological Revolution (X3) which is mediated by Purchase
Decision (M).
IV.1.4.5 Discussion
At this stage a discussion will be carried out regarding the influence model
of Usefulness Benefit (X1), Trust (X2), Technological Revolution (X3) and
Purchase Decision (M) on Consumer Behavior (Y). The influence model will be
presented in the form of a mathematical model that shows the magnitude of the
influence of the independent variables on the dependent variable. After that, the
65
R2 value for each influence model will be presented. The R2 value aims to
measure the extent to which the independent variable can explain the variance of
the dependent variable. The first model is the influence model of Usefulness
Benefit (X1), Trust (X2), Technological Revolution (X3) and Purchase Decision
(M) on Consumer Behavior (Y). The influence models are:
Consumer Behavior (Y) = 0.249 Usefulness Benefits (X1) + 0.185

Trust (X2) + 0.392 Technological Revolution (X3) + 0.170 Purchase
Decision (M)
Based on the results of the analysis of the influence model above, it can
also be seen that the value of R2 = 83.2%. This means that the benefits of
usability (X1), trust (X2), technological revolution (X3) and purchasing decisions
(M) affect consumer behavior (Y) while the remaining 16.8% is influenced by
other factors.
IV. 2 Solution and Proposed Implementation Plan

1. Perceived usefulness has a significant influence on purchase intention of
The results of this study indicate that Perceived usefulness has a
positive and significant influence on purchase intention of building
material products in e-commerce. This study states that a person will have
an interest in buying a product if they feel comfortable when using an
application in e-commerce, so the meaning obtained is that a person's
interest in buying a product will not appear without the feeling of comfort
that someone feels when using the application. The results of this study are
in line with research conducted by Öztürk, (2017) illustrating that
66
perceived ease of use significantly influences a person's purchase intention
to shop online.
Perceived ease of use is a condition that measures how much a
person's trust in using a particular system will free them from difficulties
or great effort Widiyanto & Prasilowati, (2015). The research results of
Wu et al., (2022) explained that the user's perceived ease of use is the
dominant factor that has a significant positive effect on purchase intention.
Users who have experienced convenience in an activity will use a device
that makes it easier to carry out activities. The activity referred to in this
study is shopping for building materials online through e-commerce. The
implementation in this study is that the perceived ease of use in making
online purchases in e-commerce must continue to be improved in order to
support buying interest because the stronger consumers feel the perceived
benefits, the higher the perceived ease of use that occurs.
2. Trust has a significant influence on the purchase intention of building
The results of this study indicate that trust has a positive and
significant influence on purchase intention. Trust is defined as the
willingness to be vulnerable to the actions of another party based on the
expectation that the other will perform a particular action important to the
trustor, irrespective of the ability to monitor or control that other party
(Primanda et al., 2020). Using Mayer's terminology, this research will
refer to this belief-based conceptualization of trust as perceived trust.
Therefore, it can be concluded that perceived trust is a firm belief or a
67
hope from a customer towards a website or an online shop in a purchase
transaction, especially the online purchase transaction. There are four
dimensions of perceived trust; ability, benevolence, integrity and
predictability (Mishra & Attri, 2020). Ability refers to the trustee's
competence to fulfill the promises given (in this case the seller or the
owner of the online shop). Benevolence denotes that the trustee is
interested in the trustor's well-being (it is mentioned customer), where the
seller will try to give the best service towards its customer. Integrity means
that the trustee follows a set of desirable principles while predictability is a
prediction towards the behavior that might be shown by a trustee.
Trust is the trust of a certain party to another in conducting
transactional relations based on a belief that the person he trusts will fulfill
all his obligations properly, as expected. The implication in this case can
be noted that trust in salespeople, products and companies is very
important in maintaining long-term relationships between companies and
consumers because trust is the buyer's overall confidence in salespeople,
brands and companies in fulfilling offers according to customer
knowledge. This means that the higher the trust, will significantly increase
the purchase intention of building material products in e-commerce.
3. Revolution technology has a significant influence on the purchase
intention of building material products in e-commerce.
The results of this study indicate that the Technological Revolution
has a positive and significant influence on Purchasing Decisions. The
68
Technological Revolution provides benefits to both consumers and
marketers, where it is a good communication tool to build closer and
closer relationships with customers. With the Technological Revolution, it
can connect sellers with consumers, and sellers can reach more targeted
audiences, and help save marketers' expenses, one of which is through e-
commerce. The Technological Revolution has also provided greater
flexibility, allowing marketers to make continuous adjustments to their
products and plans. The rapid technological revolution makes it easy for
everyone to access various kinds of needs via the internet. The
technological revolution occurred accompanied by the increasing need for
access via the internet. One of the needs that has arisen as a result of the
pandemic which has caused people to do more of their activities at home is
the need to shop online.
The increase in online shopping opens opportunities for service
provider companies to make efforts to attract consumers to make
purchasing decisions with companies. In an effort to attract consumers to
make purchasing decisions, the company optimizes product attributes such
as the number of features provided by applications and advertisements so
that consumers are familiar with the applications sold by the company so
that consumers are interested and make purchasing decisions.
4. Perceived usefulness has a significant influence on consumer behavior of
69
The results of this study indicate that perceived usefulness has a
positive and significant influence on consumer behavior. This research
states that someone will continue to use e-commerce applications if they
feel the benefits of the applications used. So that the meaning that can be
drawn is one's desire to use e-commerce will have no effect without the
perceived usefulness of e-commerce characteristics.
The results of this study are the same as the results of Aprilia's
research (2015) which states that perceived usefulness can be interpreted
from a person's belief that technology can improve one's job performance
and research conducted by Aditya & Wardhana (2016) which states that
perceived usefulness is related to the use of technology. where when
technology is doubtful, one's intention to use technology will not appear.
Research conducted by Rahmiati & Yuannita (2019) and Nguyen et al.,
(2019) also stated that perceived usefulness has a positive relationship and
is one of the factors that can influence consumer behavior. This is
supported by the intention to shop for building materials in e-commerce so
that these technological developments are immediately widely available,
supported by the intention to use e-commerce whenever and wherever you
need building materials.
5. Trust has a significant influence on consumer behavior of building
The results of this study indicate that trust has a positive and
significant influence on consumer behavior. Trust is the willingness of
70
consumers to trust the brand with all the risks, because there is hope that
the brand can provide a positive result for him, one of which is by trusting
online shopping for building material products in e-commerce. In research
conducted by Gede Riana, (2008), that trust in brands is an antecedent of
consumer behavior and brand characteristics, company characteristics, and
brand-consumer characteristics form trust in brands. So to know consumer
behavior, marketers must first build consumer trust in the brand. In a
general sense, consumer behavior is a statement of consumer behavior
towards brands, services, places, product categories, and activities
(Cummins et al., 2014). Consumer behavior cannot be achieved without
examining brand trust and how it relates. So trust in brands is important
and becomes one of the key factors in knowing consumer behavior
towards brands in making online purchases of building materials in e-
commerce. Trust is the desire to achieve goals that last in the long term.
The biggest failure in building relationships between sellers and
consumers is the lack of trust in Wilson & Keni, (2018) even though with
trust, marketers can maintain their position in competition and can reduce
costs in acquiring consumers. So marketers must rely on a name or
symbol, namely a brand, to build relationships.
Brands are here as a substitute for human contact in relationships,
namely between organizations and consumers, and trust may be developed
by doing so. Conceptually, trust has two elements, namely credibility and
honesty. Credibility begins with confidence in a partner's expertise to carry
71
out tasks effectively and reliably. Meanwhile, honesty is a belief that the
intentions and motivations of partners will bring benefits to each other and
will not take actions that will have a negative or detrimental effect. This
can be used as an implication that the initial creation of relationships and
commitment and continuation is based on trust. For example, consumers
may use brand and price to imply prestige and other dimensions. So the
task for marketers is to identify the dimensions of quality that consumers
trust for each product category and determine the relevant prices and
brands for all these dimensions. Promising brands are brands that can
provide the essence of the brand's benefits both functionally and
emotionally which have the potential that consumers will always expect
and always use these products.
6. Revolution technology has a significant influence on the consumer
behavior of building material products in e-commerce.
The results of this study indicate that the Technological Revolution
has a positive and significant impact on consumer behavior. The development
of consumer behavior in Indonesia is very rapid as seen from access to
revolution technology. This further opens the path of information to become
increasingly complex. This includes making consumer purchasing decisions
through revolution technology as a trusted reference source, and can even be
a source of inspiration. Shopping for building materials in e-commerce is an
example of consumer behavior towards revolution technology. This makes
revolution technology a product to be marketed and then consumed by the
72
public as an end-user in helping the community to simplify the purchasing
process. The presence of revolution technology in the midst of changing the
current pattern of consumer behavior. For example, transportation and
shopping models that used to be conventional (involving face-to-face
processes between producers and consumers). Now partnering with access to
digital services (ordering online) as a complement in transacting and
interacting with the market. Purchasing decisions by consumers involve
several determining factors that come from within the consumer itself. For
example, the emotional perception of the product seen and the mood
condition when viewing or wanting to shop. Of course, this psychological
condition can also be a bridge for individuals to decide whether someone will
shop rationally or irrationally for themselves. On the other hand, the cognitive
aspect of the internal factor subsection refers to the extent to which
individuals understand, think, and receive information.
Then it will form a series of considerations that contribute to the final
attitude of the individual towards making the decision to have the product or
service he wants.
Consumer behavior is the process that individuals/groups or
organizations go through in searching, buying, using, evaluating products or
services after their needs have been met. Understanding consumers in
meeting the needs and desires of companies can classify consumers into
groups. Namely grouping according to geography, demography,
psychography, and behavior. Consumer behavior studies where, under what
73
conditions, and how a person's habits buy certain products with certain
brands. The whole activity really helps the marketing manager in preparing
the company's marketing policy.
The approach to consumer behavior theory is inseparable from several
fundamental human theories, such as microeconomic theory. This theory
assumes that every consumer will try to obtain maximum satisfaction, this
will try to continue his purchase of a product if he gets satisfaction from the
product he has consumed.
7. Purchase intention has a significant influence on consumer behavior of
The results of this study indicate that purchasing decisions have a
significant positive influence on consumer behavior. Purchasing decisions are
part of consumer behavior. Consumer behavior is the study of how
individuals, groups and organizations select, buy, use, and dispose of goods,
services, ideas or experiences to satisfy their needs and wants. The decision to
make a purchase is one stage of a process of purchasing activities. Purchase
decisions are influenced by the beliefs, attitudes and values of customers as
well as various factors in the customer's social environment. The many
factors that influence consumer behavior in purchasing decisions are cultural,
social, personal, and psychological.
Overall these are factors that are difficult for marketers to master, but must
be more seriously considered and the factors previously listed have an impact
on consumer buying behavior when making a purchasing decision process.
74
Understanding consumer behavior is not an easy thing to do and practice.
This is because there are factors that influence it and these factors are very
possible to be mutually sustainable with one another. So it is very necessary
for business actors to master and interpret consumer behavior studies in
purchasing decisions. And this understanding is generally intended as a
foundation in the process of consumer behavior in making purchasing
decisions on products or services.
75
CHAPTER V
CONCLUSION AND RECOMMENDATION
V.1 Conclusion
The existence of science is accompanied by technological developments
that have given birth to a site for buying and selling or digital trading or what is
often called e-commerce, which has raised questions regarding what underlies
consumer behavior, in this case consumers who decide to shop on e-commerce
sites. Based on the results of the research that has been carried out and further
research data processing, it can be seen as follows:
1. Usefulness (X1) has a positive and significant influence on Purchase
Decision (M). The positive influence can be seen from the value (O) of
values of 0.000 (less than 0.05). The results of the research above show that
hypothesis 1 is accepted. Purchase Decision (M) is influenced by the
2. Trust (X2) has a positive and significant influence on Purchase Decision
(M). The positive influence can be seen from the value (O) of 0.324.
Meanwhile, the significance of the effect can be seen from the p-values of
hypothesis 2 is accepted. Purchase Decision (M) is influenced by Trust (X2)
Capability.
76
3. The Technology Revolution (X3) has a positive and significant influence on
Purchase Decisions (M). The positive influence can be seen from the value
(O) of 0.312. Meanwhile, the significance of the effect can be seen from the
p-values of 0.000 (less than 0.05). The results of the research above show
that hypothesis 3 is accepted. Purchase Decision (M) is influenced by the
Technological Revolution (X3).
4. Usefulness (X1) has a positive and significant influence on consumer
values of 0.001 (less than 0.05). The results of the above research show that
hypothesis 4 is accepted. Consumer Behavior (Y) is influenced by the
5. Trust (X2) has a positive and significant influence on consumer behavior
(Y). The positive influence can be seen from the value (O) of 0.185. While
the significance of the effect can be seen from the p-values of 0.002 (less
than 0.05). The results of the research above show that hypothesis 5 is
accepted. Consumer Behavior (Y) is influenced by Trust (X2) Capability.
6. The Technological Revolution (X3) has a positive and significant influence
on Consumer Behavior (Y). The positive influence can be seen from the
value (O) of 0.392. Meanwhile, the significance of the effect can be seen
from the p-values of 0.000 (less than 0.05). The results of the research
above show that hypothesis 6 is accepted. Consumer Behavior (Y) is
influenced by the Technological Revolution (X3).
77
7. Purchase decision (M) has a significant positive influence on consumer
0.170. While the significance of the effect can be seen from the p-values of
hypothesis 7 is accepted. Consumer Behavior (Y) is influenced by Purchase
Decision (M).
V.2 Recommendation
The researcher or writer hopes that this research can be used as a guide,
input, and suggestions for other institutions and future researchers working in the
same field. The following are suggestions given by researchers related to this
research:
V.2.1 Suggestions for companies

Suggestions aimed at companies include the following:
1. Creating an e-commerce site that is as easy as possible for consumers to
operate, and easy to understand for use, for example in terms of
appearance, menu layout, buying and ordering process, and so on.
2. Improving the quality of service to consumers, for example in terms of
being responsive when responding, being polite, and paying attention to
the wants and needs of consumers.
3. Companies also need to filter sellers who use their sites so that they are
not misused by certain individuals who intend to take advantage of
customers which leads to fraud.
78
4. Maintaining various prices, for example by adding discounts as a form of
price competition with other e-commerce sites.
5. Develop a wide variety of product variations to be sold on e-commerce
sites, thus enabling many choices for consumers, for example by adding
trademarks, or adding other types of products.
V.2.2 Advice to the Government

Meanwhile, suggestions addressed to the government related to this
research topic are:
1. The government needs to regulate which e-commerce sites are guaranteed
for consumers, as well as regulate requirements to meet e-commerce
standards that are guaranteed for consumers in Indonesia, as a form of
selection.
2. The government also feels the need to deepen the formation of consumer
protection laws on electronic buying and selling sites, so that if problems
occur when consumers process electronic transactions, consumers will feel
more secure and protected.
3. Establish a legal entity or official government agency to select and
supervise appropriate e-commerce and inappropriate e-commerce.
4. Improve published statistical data, so that data from district/city areas and
provinces are synchronized, as well as with others.
V.2.2 Suggestions for Further Research

Meanwhile, suggestions for the next researcher are related to the topic of
this research, namely:
79
1. Other researchers can try to test several factors that have been studied in
this study to be re-examined, as well as add other factors to be studied.
2. The next researcher can try to test samples with more than 250 samples,
because the size of the sample will affect a study. Meanwhile, e-
commerce users are quite numerous and widespread, so researchers
suggest trying a larger number of samples.
3. Future researchers can also research consumers who use e-commerce
sites in other areas to serve as research objects, such as this research.
4. Researchers suggest using a basic theory that can be used in further
research, and is supported by the results of new studies as a support.
5. Future researchers can try to specify the e-commerce that they want to
study. Because this research is still researching e-commerce sites in
general and not specifically.
6. This research has not specifically examined one e-commerce site in
particular. This research still covers e-commerce sites in general.
80
REFERENCE
Abdillah, i. R., syarifah, h., & indriastuti herning. (2021). The influence of
perceived usefulness, perceived ease of use, and perceived risk on purchase
interestand use behavior through bukalapak application in samarinda.
International journal of economics, business and accounting research
(ijebar), 5(3).
Agung hidayat. (2019). Pasar cat di kuartal i 2019 masih terasa lesu.
Https://industri.kontan.co.id/news/pasar-cat-di-kuartal-i-2019-masih-terasa-
lesu
Anang sugara, & rizki yudhi dewantara. (2017). Analisis kepercayaan dan
kepuasan terhadap pengguna sistem transaksi jual beli online (studi pada
konsumen z). Jurnal administrasi bisnis (jab), 52(1).
Arman, a., ridzuan, m., voon, c. C., ananta, f. R. U., & idris izian. (2020).
Evolution of technology and consumer behaviour: the unavoidable impacts.
Journal of critical reviews, 7(11).
Https://doi.org/http://dx.doi.org/10.31838/jcr.07.19.457
Barnes, s. J., & vidgen, r. T. (2012). An integrative approach to the assessment of
e-commerce quality. Journal of electronic commerce research, 3(3).
Bhatt, n. (2017). Modelling of the factors influencing the implementation of
advance manufacturing technologies in msme. Global journal of enterprise
information system, 8(3), 12. Https://doi.org/10.18311/gjeis/2016/15652
Chaffey, dave, & smith, p. (2008). E-marketing excellence planning and
optimizing your digital marketing. 3rd edition. Butterworth.
Chatterjee, s., & kumar kar, a. (2020). Why do small and medium enterprises use
social media marketing and what is the impact: empirical insights from india.
International journal of information management, 53, 102103.
Https://doi.org/10.1016/j.ijinfomgt.2020.102103
Choudrie, j., pheeraphuttranghkoon, s., & davari, s. (2020). The digital divide and
older adult population adoption, use and diffusion of mobile phones: a
quantitative study. Information systems frontiers, 22(3), 673–695.
Https://doi.org/10.1007/s10796-018-9875-2
Creswell, j. (2014). Research design, qualitatives, quantitative, and mixed.
Methods approcahes (fourth edition). Sage.
Cummins, s., w. Peltier, j., a. Schibrowsky, j., & nill, a. (2014). Consumer
behavior in the online context. Journal of research in interactive marketing,
8(3), 169–202. Https://doi.org/10.1108/jrim-04-2013-0019
Davis, f. D. (1989). Perceived usefulness, perceived ease of use, and user
81
acceptance of information technology. Mis quarterly, 13(3), 319.
Https://doi.org/10.2307/249008
Dinh, h. Q., eggert, t., meyer, m. A., zhu, y. P., olingy, c. E., llewellyn, r., wu, r.,
& hedrick, c. C. (2020). Coexpression of cd71 and cd117 identifies an early
unipotent neutrophil progenitor population in human bone marrow.
Immunity, 53(2), 319-334.e6. Https://doi.org/10.1016/j.immuni.2020.07.017
E.m sangadji, & sopiah. (2018). Consumer behavior: perilaku konsumen dan
strategi pemasaran jilid 3. Erlangga.
Estriana, v., umaimah wahid, & nawiroh vera. (2020). Analisa strategi ecommerce
indonesia dalam penerapan integrated marketing communication. Jurnal
ilmiah fakultas ilmu komputer, 9(1).
Fred, d., & forest david. (2015). Strategic management : a competitive advantage
apporach, concepts, and cases (edisi ke-1). Pearson education.
Gholami, t., & ramezani, m. (2021). Design, implementation and evaluation of
azmer online quiz application based on technology acceptance model (tam):
a pilot study. Development strategies in medical ….
Http://dsme.hums.ac.ir/browse.php?a_id=273&sid=1&slc_lang=en
Gordon davis. (2015). Analisis sistem informasi. Andi offset.
Gu, j. Z., & tayi, g. K. (2017). Consumer pseudo-showrooming and omni-channel
product placement strategies. State university of new york at alban, 4(5).
Https://doi.org/http://dx.doi.org/10.13140/rg.2.1.3880.8569
Henry assael. (2017). Consumer behavior and marketting action (m. H. Thomson
learning (ed.); edisi ke-6).
Imam ghozali. (2019). Aplikasi analisis multivariate dengan program ibm spss
25. Badan penerbit universitas diponegoro.
Ivancevich, j. M., r., k., & matteson. M. T. (2017). Prilaku dan manajemen
organisasi edisi ketujuh jilid i. Erlangga.
Joko wijoseno, & ariyanti, m. (2018). Perceived factors influencing consumer
trust and its impact on online purchase intention in indonesia. International
journal of science and research (ijsr), 6(8).
Https://doi.org/http://dx.doi.org/10.21275/8081706
Kotler, p., & keller, k. L. (2016). Marketing management. Pearson.
Kotler, p., & keller, l. K. (2017). Manajemen pemasaran. Pearson education.
Lee, g., & lin, h. (2015). Customer perceptions of e‐service quality in online
shopping. International journal of retail & distribution management, 33(2),
161–176. Https://doi.org/10.1108/09590550510581485
Leon, s., & lazar kanuk leslie. (2010). Perilaku konsumen. Edisi ke 7. J. Pt. Index.
82
Ma, z., hu, j., feng, p., gao, q., qu, s., song, w., & liu, j. (2017). Assessment of
climate technology demands in chinese sponge city. Journal of geoscience
and environment protection, 05(12), 102–116.
Https://doi.org/10.4236/gep.2017.512008
Mujiyana, m., & elissa, i. (2019). Analisis faktor-faktor yang mempengaruhi
keputusan pembelian via internet pada toko online. J@ti undip : jurnal teknik
industri, 8(3). Https://doi.org/10.12777/jati.8.3.143-152
Octaviani, l., & sudrajat, a. (2016). Fenomena perilaku belanja online sebagai
alternatif pilihan konsumsi di kalangan mahasiswa universitas negeri
surabaya. Paradigma., 4(3).
Peter, & olson. (2014). Consuemr behavior, perilaku konsumen dan strategi
pemasaran.
Petzer, d. J., & van tonder, e. (2019). Loyalty intentions and selected relationship
quality constructs. International journal of quality & reliability management,
36(4), 601–619. Https://doi.org/10.1108/ijqrm-06-2018-0146
Philip kotler, & gary amstrong. (2018). Principles of marketing. Edisi 15 global
edition (15th ed.). Pearson.
Priansa d.j. (2017). Komunikasi pemasaran terpadu pada era media sosial. Cv
pustaka setia.
Purnama, h., zulfikar, i., & destiana, t. R. (2022). Analisis pemanfaatan teknologi
informasi terhadap efesiensi kerja pegawai di bank lampung. Jurnal
manajemen mandiri saburai (jmms), 5(1), 205–210.
Https://doi.org/10.24967/jmms.v5i3.1463
Rachbini, w. (2018). The impact of consumer trust, perceived risk, perceived
benefit on purchase intention and purchase decision. International journal of
advanced research, 6(1), 1036–1044. Https://doi.org/10.21474/ijar01/6317
Ramdhani, a., alamanda, d. T., harisana, m. H., & akbar, g. G. (2020). The factors
that determine interest to use of mobile payment: study on the students of
garut university, indonesia. The asian journal of technology management
(ajtm), 13(3), 257–265. Https://doi.org/10.12695/ajtm.2020.13.3.6
Salade, l., wauthoz, n., goole, j., & amighi, k. (2019). How to characterize a nasal
product. The state of the art of in vitro and ex vivo specific methods.
International journal of pharmaceutics, 561, 47–65.
Https://doi.org/10.1016/j.ijpharm.2019.02.026
Sekaran, u., & bougie, r. (2018). Metode penelitian untuk bisnis pendekatan
pengembangan keahlian. Salemba empat.
Shabrina, v. G. (2019). Pengaruh revolusi digital terhadap pemasaran dan perilaku
konsumen. Jurnal pewarta indonesia, 1(2).
Https://doi.org/10.25008/jpi.v1i2.16
83
Shaikh, a. A., & karjaluoto, h. (2015). Mobile banking adoption: a literature
review. Telematics and informatics, 32(1), 129–142.
Https://doi.org/10.1016/j.tele.2014.05.003
Sholeh, f., widarko, a., & priyono, a. (2018). Diferensiasi produk, citra merek,
kualitas produk dan harga pengaruhnya terhadap keputusan pembelian (studi
pada bandung super model sengkaling malang). E – jurnal riset
manajemenprodi manajemen, 7(2).
Sumadi. (2021). Dinamika transformasi umkm di era digitalisasi pandemi covid-
19. Proceeding seminar nasional & call for papers.
Täuscher, k., & laudien, s. M. (2018). Understanding platform business models: a
mixed methods study of marketplaces. European management journal,
36(3), 319–329. Https://doi.org/10.1016/j.emj.2017.06.005
Trenggana, a. F. M., & kuswardhana, r. (2017). Pengaruh persepsi kegunaan dan
persepsi kemudahan penggunaan terhadap sikap penggunaan teknologi pada
pengguna instagram di indonesia (studi pada followers akun kementerian
pariwisata @indtravel). Journal of secretary and business administration,
1(1), 8. Https://doi.org/10.31104/jsab.v1i1.3
Ventre, i., & kolbe, d. (2020). The impact of perceived usefulness of online
reviews, trust and perceived risk on online purchase intention in emerging
markets: a mexican perspective. Journal of international consumer
marketing, 32(4), 287–299. Https://doi.org/10.1080/08961530.2020.1712293
Wibowo, b. S. (2022). Perilaku panic buying pada masa pandemi covid-19:
penggunaan media sosial, pemberitaan media digital dan covid-19 anxiety.
Capital: jurnal ekonomi dan manajemen, 6(1), 255.
Https://doi.org/10.25273/capital.v6i1.13698
Wilson, n. (2019). The impact of perceived usefulness and perceived ease-of-use
toward repurchase intention in the indonesian e-commerce industry. Jurnal
manajemen indonesia, 19(3), 241. Https://doi.org/10.25124/jmi.v19i3.2412
Yudhistira, a. W. (2021). Daya tahan industri makanan dan minuman di masa
pandemi covid-19 - analisis data katadata. Analisis data katadata.
Https://katadata.co.id/ariayudhistira/analisisdata/6108e72a74512/daya-tahan-
industri-makanan-dan-minuman-di-masa-pandemi-covid-19
Yunus, e. (2016). Manajemen strategis. Andi offset tjiptono.
Zhang, y. (2019). The impact of brand image on consumer behavior: a literature
review. Open journal of business and management, 03(01), 58–62.
Https://doi.org/10.4236/ojbm.2015.31006
84
APPENDIX
QUESTIONNAIRE APPENDIX
KUESIONER FAKTOR YANG MEMPENGARUHI PERILAKU

KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK BAHAN
BANGUNAN / CAT DEKORATIF DI ECOMMERCE
Kepada Yth,
Bapak/Ibu Responden
Jakarta
Dengan Hormat,
Saya adalah mahasiswa jurusan Magister Bisnis Administrasi SBM ITB

memohon kesediaan Bapak/Ibu/Saudara/Saudari untuk mengisi kuesioner ini,
guna mengumpulkan data penelitian dalam rangka menyelesaikan tugas akhir
(tesis). Tujuan survey pra penelitian ini adalah untuk menginvestigasi faktor yang
mempengaruhi perilaku konsumen terhadap keputusan pembelian produk bahan
bangunan / cat dekoratif di ecommerce. Saya mengharapkan jawaban yang
Bapak/Ibu/Sdr berikan nantinya adalah jawaban yang objektif agar diperoleh hasil
maksimal. Perlu diketahui bahwa jawaban yang diberikan bukan maksud untuk
evaluasi atau penilaian, dan semua informasi yang diperoleh akan dijaga
kerahasiaannya. Atas kesediaan Bapak/Ibu/Sdr mengisi kuesioner ini saya
ucapkan terima kasih.
Hormat saya,
Jordan Suharto
NIM:
85
DATA RESPONDEN
Isilah keterangan dibawah ini dengan memberikan tanda centang “√”

dengan data yang relevan pada kotak yang tersedia.
1. Jenis Kelamin :
a. Laki-laki
b. Perempuan
2. Umur :
a. 17-20 tahun
b. 20 – 30 tahun
c. 30 – 40 tahun
d. > 40 tahun
3. Pendidikan Terakhir :
a. Diploma
b. S1
c. S2
d. S3
4. Lama Bekerja :
a. 0 - 3 tahun
b. 3 – 6 tahun
c. 6 – 10 tahun
d. 10 tahun
5. Penghasilan perbulan
a. < 5 Juta
b. 5-10 Juta
c. 10-15 Juta
d. > 15 Juta
6. Aplikasi Ecommerce apa yang sering anda gunakan?

a. Tokopedia
b. Shopee
c. Blibli
d. Bukalapak
e. Jd.Id
f. Lainnya (sebutkan)
86
7. Seberapa sering dalam sebulan anda sering melakukan transaksi di
Ecommerce?
a. < 5 kali
b. 6-10 kali
c. 11-15 kali
d. 16-20 kali
e. Lebih dari 20 kali
PETUNJUK PENGISIAN KUESIONER

[
Pilih salah satu jawaban yang menurut Anda paling sesuai dengan
memberikan tanda centang (√) pada kolom jawaban yang Anda pilih dengan
keterangan sebagai berikut:
STS = Sangat Tidak Setuju (1)
TS = Tidak Setuju (2)
R = Ragu-ragu (3)
S = Setuju (4)
SS = Sangat Setuju (5)
A. DAFTAR PERNYATAAN
Manfaat Kegunaan (X1)
No Pertanyaan STS TS R S SS
Menggunakan e-commerce mempersingkat
1 waktu saya dalam masalah berbelanja
bahan bangunan dan cat dekoratif.
Menggunakan e-commerce memudahkan
2 saya dalam pembelian bahan bangunan
dan cat dekoratif.
E-commerce dapat digunakan dimanapun
dan kapanpun saat sedang dibutuhkan
3
untuk berbelanja bahan bangunan
dan cat dekoratif.
4 E-commerce mudah untuk dioperasikan
E-commerce dapat dikendalikan oleh
5 penggunanya masing-masing saat pandemi
Covid-19.
87
Kepercayaan (X2)
Saya merasa e-commerce dapat diandalkan
1
terhadap pemenuhan janji yang telah di buat
Saya merasa berbelanja melalui e-commerce dapat
2
dipercaya
Saya merasa diutamakan ketika melakukan
3 pembelian produk bahan bangunan / cat dekoratif
di e-commerce
Saya merasa diprioritaskan ketika berbelanja di e-
4
commerce
E-commerce ini mengedepankan kesejahteraan
5
konsumen
Saya percaya bahwa pihak layanan e-commerce
6 akan menawarkan layanan pembayaran yang aman
saat pandemi Covid19.
Layanan e-commerce dapat dikendalikan oleh
7
penggunanya masing-masing saat pandemi
Saya merasa terjamin karena pihak layanan e-
commerce akan memenuhi keinginan dan
8
kebutuhan anda sebagai pengguna saat pandemi
Covid19.
Saya merasa terjamin dengan layanan e-commerce
9 akan menjaga privacy anda saat pandemi Covid-
19.
Saya senang dengan standar operasi pada e-
10
commerce
11 E-commerce ini memiliki integritas yang tinggi
Technologi Revolusi (X3)
88
Website dapat memberikan informasi tentang sebuah
1 produk atau jasa yang lebih lengkap
Optimasi Mesin Pencari (SEO) memudahkan saya
2 dalam melakukan pencarian bahan bangunan / cat
dekoratif di ecommerce
PPC Advertising mampu memberikan saya
3 rekomendasi produk terbaik saat berbelanja di
ecommerce
Saya banyak menemukan mempromosikan produk
4 atau layanan produk bahan bangunan / cat dekoratif
di ecommerce
Saya banyak menemukan komentar positif mengenai
5 produk yang saya cari di ecommerce
Saya mendapatkan email promosi mengenai produk

6 yang saya minati
Ecommerce menjaga konsumen yang sudah ada
7
Keputusan Pembelian (M)
Saya mengetahui ecommerce yang seperti apa
1
yang saya butuhkan
Harga di ecommerce lebih rendah dibandingkan
2
dengan offline store
Sebelum melakukan pembelian, saya telah
mencari informasi tentang pembelian bahan
3 bangunan / cat dekoratif yang akan saya beli
(seperti di
internet, mencari tahu melalui teman, keluarga)
Saya akan melakukan pembelian lebih banyak
4
melalui ecommerce di masa mendatang
Selain mencari informasi tentang bahan bangunan
5 / cat dekoratif yang ingin saya beli, saya juga
mencari informasi tentang merk lain
Saya akan menjadikan ecommerce ini menjadi
6
pilihan yang pertama
Saya membeli bahan bangunan / cat dekoratif di
7 ecommerce setelah membandingkan dengan
berbelanja offline dengan produk yang serupa.
89
Setelah berbelanja di ecommerce, saya akan
8 merekomendasikan kepada keluarga,teman, atau rekan
kerja.
Perilaku Konsumen (Y)
Saya memilih berbelanja bahan bangunan / cat
1 dekoratif di ecommerce karena perkembangan
teknologi
Saya memilih berbelanja di ecommerce karena
2
menyediakan barang apapun yang saya butuhkan
dekoratif di ecommerce karena saya dan teman-
3
teman sering membandingkan harga antara onlie
store dan offline store
4
dipengaruhi oleh kelompok pergaulan.
5
pengaruh dari keluarga.
6 sesuai dengan gaya gaul anak muda zaman
sekarang.
7 dekoratif di ecommerce karena sesuai dengan usia
saya
8 dekoratif di ecommerce karena sesuai dengan
pekerjaan saya sebagai profesional muda.
9 dekoratif di ecommerce karena sesuai dengan
pendapatan saya.
10 dekoratif di ecommerce karena saya menyukai hal
yang praktis dan cepat.
11 dekoratif di ecommerce karena sesuai dengan gaya
hidup modern
12
dekoratif di ecommerce karena harga lebih murah.
13
dekoratif di ecommerce karena mudah di akses.
14 dekoratif di ecommerce berdasarkan pengalaman dari
produk produk yang pernah ditawarkan.
90
15
dekoratif di ecommerce karena mudah bertransaksi
91
DATA TABULATION
Indikato
Keputusan Pembelian (M) Syarat Keterangan
r
M1 0,881 > 0.70 Valid
M2 0,743 > 0.70 Valid
M3 0,867 > 0.70 Valid
M4 0,864 > 0.70 Valid
M5 0,849 > 0.70 Valid
M6 0,862 > 0.70 Valid
M7 0,914 > 0.70 Valid
M8 0,844 > 0.70 Valid
Indikato
Manfaat Kegunaan (X1) Syarat Keterangan
r
x1.1 0,934 > 0.70 Valid
x1.2 0,942 > 0.70 Valid
x1.3 0,924 > 0.70 Valid
x1.4 0,917 > 0.70 Valid
x1.5 0,935 > 0.70 Valid
Indikato
Kepercayaan (X2) Syarat Keterangan
r
x2.1 0,862 > 0.70 Valid
x2.2 0,855 > 0.70 Valid
x2.3 0,796 > 0.70 Valid
x2.4 0,878 > 0.70 Valid
x2.5 0,834 > 0.70 Valid
x2.6 0,881 > 0.70 Valid
x2.7 0,896 > 0.70 Valid
x2.8 0,923 > 0.70 Valid
x2.9 0,870 > 0.70 Valid
x2.10 0,910 > 0.70 Valid
x2.11 0,867 > 0.70 Valid
Indikato
Revolusi Teknologi (X3) Syarat Keterangan
r
x3.1 0,856 > 0.70 Valid
x3.2 0,828 > 0.70 Valid
x3.3 0,840 > 0.70 Valid
x3.4 0,896 > 0.70 Valid
x3.5 0,827 > 0.70 Valid
x3.6 0,804 > 0.70 Valid
x3.7 0,875 > 0.70 Valid
Indikato Perilaku Konsumen (Y) Syarat Keterangan
92
Indikato
Keputusan Pembelian (M) Syarat Keterangan
r
r
y1 0,892 > 0.70 Valid
y2 0,922 > 0.70 Valid
y3 0,866 > 0.70 Valid
y4 0,816 > 0.70 Valid
y5 0,836 > 0.70 Valid
y6 0,777 > 0.70 Valid
y7 0,761 > 0.70 Valid
y8 0,806 > 0.70 Valid
y9 0,827 > 0.70 Valid
y10 0,913 > 0.70 Valid
y11 0,839 > 0.70 Valid
y12 0,867 > 0.70 Valid
y13 0,936 > 0.70 Valid
y14 0,903 > 0.70 Valid
y15 0,932 > 0.70 Valid
Cronbach's Composite Average Variance

rho_A
Alpha Reliability Extracted (AVE)
Kepercayaan (X2) 0,968 0,969 0,972 0,758
Keputusan Pembelian
0,946 0,948 0,956 0,730
(M)
Manfaat Kegunaan
0,961 0,961 0,970 0,865
(X1)
Perilaku Konsumen (Y) 0,975 0,978 0,977 0,742
Revolusi Teknologi
0,934 0,936 0,947 0,718
(X3)
93
Perilaku
Kepercayaan Keputusan Manfaat Revolusi
Konsumen
(X2) Pembelian (M) Kegunaan (X1) Teknologi (X3)
(Y)
M1 0,770 0,881 0,742 0,672 0,652
M2 0,563 0,743 0,567 0,698 0,669
M3 0,720 0,867 0,704 0,662 0,632
M4 0,690 0,864 0,715 0,692 0,603
M5 0,660 0,849 0,675 0,649 0,632
M6 0,694 0,862 0,714 0,780 0,698
M7 0,746 0,914 0,756 0,772 0,714
M8 0,671 0,844 0,681 0,707 0,672
x1.1 0,778 0,761 0,934 0,784 0,711
x1.2 0,763 0,749 0,942 0,772 0,682
x1.3 0,777 0,733 0,924 0,792 0,686
x1.4 0,821 0,769 0,917 0,763 0,700
x1.5 0,839 0,777 0,935 0,792 0,699
x2.1 0,862 0,657 0,751 0,685 0,639
x2.10 0,910 0,733 0,740 0,693 0,627
x2.11 0,867 0,711 0,721 0,690 0,622
x2.2 0,855 0,703 0,749 0,683 0,603
x2.3 0,796 0,630 0,707 0,729 0,669
x2.4 0,878 0,705 0,722 0,748 0,624
x2.5 0,834 0,605 0,648 0,701 0,605
x2.6 0,881 0,761 0,789 0,729 0,614
x2.7 0,896 0,779 0,821 0,741 0,646
x2.8 0,923 0,770 0,806 0,739 0,631
x2.9 0,870 0,671 0,725 0,694 0,611
x3.1 0,640 0,711 0,663 0,711 0,856
x3.2 0,662 0,703 0,704 0,664 0,828
x3.3 0,572 0,599 0,623 0,695 0,840
x3.4 0,601 0,673 0,630 0,754 0,896
x3.5 0,593 0,630 0,567 0,684 0,827
x3.6 0,551 0,556 0,588 0,733 0,804
x3.7 0,640 0,698 0,654 0,756 0,875
y1 0,754 0,771 0,775 0,892 0,763
y10 0,778 0,797 0,812 0,913 0,732
y11 0,728 0,711 0,754 0,839 0,658
y12 0,717 0,755 0,749 0,867 0,770
y13 0,806 0,846 0,834 0,936 0,804
y14 0,734 0,744 0,751 0,903 0,754
y15 0,791 0,837 0,824 0,932 0,778
y2 0,809 0,835 0,826 0,922 0,808
y3 0,737 0,743 0,750 0,866 0,766
94
Perilaku
Kepercayaan Keputusan Manfaat Revolusi
Konsumen
(X2) Pembelian (M) Kegunaan (X1) Teknologi (X3)
(Y)
y4 0,565 0,551 0,567 0,816 0,721
y5 0,565 0,588 0,604 0,836 0,715
y6 0,579 0,501 0,572 0,777 0,618
y7 0,570 0,517 0,579 0,761 0,622
y8 0,673 0,633 0,676 0,806 0,653
y9 0,671 0,704 0,670 0,827 0,691
DATA ANALYSIS
95
Gender
Cumulative
Valid Man 154 67.0 67.0 67.0
Women 76 33.0 33.0 100.0
Total 230 100.0 100.0
Age
Cumulative
Valid 17 – 20 year 2 .9 .9 25.7
20 – 30 year 83 36.1 36.1 61.7
30 – 40 year 88 38.3 38.3 100.0
> 40 year 57 24.8 24.8 24.8
Total 230 100.0 100.0
Last Esucation
Cumulative
Valid Diploma 72 31.3 31.3 31.3
S1 132 57.4 57.4 88.7
S2 26 11.3 11.3 100.0
Total 230 100.0 100.0
Length of work
Cumulative
Valid 0 - 3 year 30 13.0 13.0 61.7
3 - 6 year 43 18.7 18.7 80.4
6 - 10 year 45 19.6 19.6 100.0
> 10 year 112 48.7 48.7 48.7
96
Total 230 100.0 100.0
E-Commerce that you often use?
Cumulative
Valid Blibli 37 16.1 16.1 16.1
Bukalapak 12 5.2 5.2 21.3
JD.ID 9 3.9 3.9 25.2
Lazada 5 2.2 2.2 27.4
Shope 59 25.7 25.7 53.0
Tokopedia 108 47.0 47.0 100.0
Total 230 100.0 100.0
How often in a month do you often make transactions in e-commerce
Cumulative
Valid 1 - 5 times 87 37.8 37.8 37.8
6 - 10 times 63 27.4 27.4 87.4
11 - 15 times 29 12.6 12.6 50.4
16 - 20 times 22 9.6 9.6 60.0
More than 20 times 29 12.6 12.6 100.0
Total 230 100.0 100.0
Answer
Indicator Average Criteria
1 2 3 4 5
X1.1 127 63 22 5 13 4.24 Very high
X1.2 112 83 14 4 17 4.17 High
X1.3 126 67 17 5 15 4.23 Very high
X1.4 147 52 17 4 10 4.40 Very high
X1.5 157 44 13 6 10 4.44 Very high
Average 4.30 Very high
97
98
99
Indicato Conditio
r n
M1 0.881 > 0.70
M2 0.743 > 0.70
Indicator Revolution technology (X3) Condition

X3.1 0.856 > 0.70
Conditio
Indicator Trust (X2)
n
X2.1 0.862 > 0.70
X2.2 0.855 > 0.70
X2.3 0.796 > 0.70
X2.4 0.878 > 0.70
X2.5 0.834 > 0.70
100
101
102
R Square
R Square
Adjusted
Purchase
0.751 0.748
intention (M)
Consumer
0.832 0.829
behavior (Y)

T Statistics P
(|O/STDEV|) Values
(O) (M) (STDEV)
Trust (X2) -> Purchase intention

0.324 0.321 0.089 3.634 0.000
(M)
Trust (X2) -> Perilaku Konsumen

0.185 0.182 0.059 3.137 0.002
(Y)
Purchase intention (M) ->

0.170 0.174 0.054 3.126 0.002
Perceive usefulness (X1) ->

0.304 0.304 0.086 3.547 0.000
Perceive usefulness (X1) ->

0.249 0.246 0.073 3.398 0.001

0.312 0.316 0.068 4.609 0.000

0.392 0.395 0.055 7.155 0.000
Standard
Original Sample
Deviatio T Statistics P
Sample Mean
n (|O/STDEV|) Values
(O) (M)
(STDEV)
Trust (X2) -> Purchase

Intention (M) -> 0.055 0.056 0.024 2.261 0.024
perceive usefulness (X1) ->

Purchase Intention (M) -> 0.052 0.053 0.024 2.150 0.032
Revolution technology
(X3) -> Purchase Intention
0.053 0.054 0.019 2.771 0.006
(M) -> Consumer
Behavior (Y)
103
104

Factors Influencing Consumer Behavior On Purchase Decisions For Building Materials Products in E-Commerce

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Factors Influencing Consumer Behavior On Purchase Decisions For Building Materials Products in E-Commerce

Uploaded by

Copyright:

Available Formats

FACTORS INFLUENCING CONSUMER BEHAVIOR ON

PURCHASE DECISIONS FOR BUILDING MATERIALS

In partial fulfilment of the requirements

INSTITUT TEKNOLOGI BANDUNG

FACTORS INFLUENCING CONSUMER BEHAVIOR ON

Keywords: Digital Technology, Consumer Buying Behavior, Building Material,

FAKTOR YANG MEMENGARUHI PERILAKU KONSUMEN

Institut Teknologi Bandung

Figure 2.2 Consumer Behavior Model According to Assael.................................21

Table 1.1 Players in the Paint Industry....................................................................3

While all businesses are experiencing setbacks, online shopping service

E-commerce is more than just buying and selling products online. E-

Table 1.1 Players in the Paint Industry

Top Tier Mid -Tier Low Tier

Mowilex Indonesia, a subsidiary of Asia Coatings Enterprises, Pte. Ltd., is

Table 1.2 Sales PT. Mowilex 2019 – 2020

DS Retail (in Mio IDR)

urce : Internal Sales Mowilex company

Each consumer has different behaviour. Therefore, changes in the

The behaviour of consumers who decide to make purchases through e-

Increasing online and cashless shopping transactions is a cost-effective

Although there is a growing consensus that online shopping is the future

This study focuses on the consumer decision-making process in the use of

In addition to understanding Consumer Behavior, one other factor that is

I.2 Company Profile

Being a good corporate citizen is a leadership position we have held since

I.3 Business Issue

I.4 Research Questions and Research Objectives

1. What are the factors influencing the consumer behaviour of building

I.4.2 Research Objectives

1. To determine whether perceived usefulness significantly influences the

I.5 Research Scope and Limitatio

II.2 Theoretical Foundation

Perceive Usefulness is defined as an individual's perception of using new

The Perceived Usefulness of technology is enhanced when a person can

In addition, customers believe that technology will significantly help

a. Usability includes providing benefits and increasing productivity.

Efines perceived Usefulness as the level of a person's belief in the use of a

1. Usefulness with one-factor estimation, which includes the dimensions:

1. Using e-commerce makes it easier to make purchases

Based on Peter & Olson, (2014), Trust is a person's willingness to rely on

Based on Priansa (2017) defines Trust as a person's willingness to

According to Petzer & van Tonder, (2019), Trust is formed from

II.2.3 Revolution Technology

II.2.4 Purchase Intention

According to Kotler & Keller, (2017) Consumers sometimes go through

a. Problem recognition: The buying process begins when the buyer

II.2.5 Consumer Behaviour

According to Leon & Leslie, (2010) the shift in Consumer Behavior is

a. Reference Group: Various groups will influence a person's

II.2.6 Consumer Behavior Theory

Figure 2.2 Consumer Behavior Model According to Assael

Using the model above, Assael, (2017) that customer decision-making is

Once the customer or user has made a decision, a post-purchase review,

II.2.7 Previous Research

1. Research conducted by Abdillah et al., (2021) entitled "The Influence Of

II.3 Conceptual Framework

III.1 Research Design

Quantitative research aims to develop and use mathematical, theoretical,

Quantitative research is different from qualitative research because

In every research, it is necessary to do a research flow. Broadly speaking,

2.1 Business Environment Analysis Framework