Rosmawati, Reni (2024) FACTORS INFLUENCING CONSUMER E-COMMERCE SHOPPING BEHAVIOR FOR BISCUIT PRODUCTS N GREATER JAKARTA AREA POST COVID-19 PANDEMIC. (QUANTITATIVE RESEARCH). Graduate thesis, Institut Ipmi.

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Abstract

Worldwide consumer shopping behaviour in a variety of industries, including the Fast-Moving Consumer Goods (FMCG) such as the biscuit products category, has been significantly and widely impacted by the Covid-19 epidemic. Consumers turning to the technology internet to make purchases and increased use of digital technology increased competition. The companies need continuously innovate and differentiate themselves to overcome different difficulties. Biscuit is the largest segment, sit in 2nd FMCG category in Indonesia and grows 2% by value vs previous period despite current economic situation. This research aims to analysis the factors that influence consumer e-commerce shopping behaviour for biscuit products in greater Jakarta area post Covid-19. A quantitative method approach was selected with Likert scale distributing online questionnaires using google form through WhatsApp with respondent urban and sub urban of Gen Z and Non-Z who consumer of biscuit products in the greater area of Jakarta that have experience shopping biscuit or have intention to shop through e-commerce platform. Sample size refers to Cohen table with 103 respondents and using SMART PLS4 for descriptive and inferential statistical result analysis. The key aspect that reviewed in this research are six independent variables such as product variety, convenience, payment method, trust, price, psychological factors towards to one dependent variable which is e-commerce shopping behaviour and gen factor (Z and non-Z) as moderation role between the factors as dummy variable. The result from this research showed that product variety factor, convenience factor, payment method factor, trust factor and price factor have insignificant impact to e-commerce shopping behaviour. Gen factor which is gen Z and non gen Z showed insignificant moderation impact on product variety factor, convenience factor, payment method factor, trust factor, price factor and psychology factor toward e-commerce shopping behaviour. The phycological factor statistically significant and have positive impact to e-commerce shopping behaviour. The finding from psychology factor from the strongest effect is comfortableness when surfing in the e-commerce platform, follow by the likeness of virtual interaction and feel convinced by the marketing of that e-commerce platform. The other factors that have a medium influence are convenience factors and product variety factors (insignificant) can be considered. Convenience that can be optimized from the stronger influence is easiness find of the products that want to buy on the e-commerce platform and consumer preference of online orders. Product variety that can be optimized is for the availability of biscuit products in e-commerce so it can easily find on e-commerce. Recommendation for further research, since R-Square result, 37.8% of the dependent and independent variables have not yet been studied, qualitative research is required especially for the factor that insignificant influence on e-commerce shopping behaviour which could lead to different outcomes. Keywords: E-commerce, Shopping Behaviour, Biscuit

Item Type:	Thesis (Graduate)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Thesis > Master of Business Administration
Depositing User:	Gana Royana Putri
Date Deposited:	13 Jun 2025 09:13
Last Modified:	13 Jun 2025 09:13
URI:	http://repository.ipmi.ac.id/id/eprint/2743

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