Analysis of online purchase behavior intention in SME in Indonesia

Internet marketing is a system of new marketing media system that has been common to be used nowadays by the micro, small, and medium enterprises (SMEs), which is considered to fulfill customer's needs and building relationship or engagement with the customer and also can make a wider market or even globally, resulting in a profit for the company, However, the dynamics of the customer user behavior that often turn out to be a barrier for SMEs in meeting the needs of users, which in the process of SMEs have limited resources both in the form of capital and labor. Thus, SMEs should understand about customer acceptance and use of internet marketing system. This study aims to identify the factors that influence the behavior of online purchase behavior based on the UTAUT theory, which are performance expectancy, effort expectancy, social influence, and facilitating condition, and trust as moderate variable. SEM-PLS is used as a data analysis. From 107 respondent, It can be concluded that the factors that affect intention in using internet marketing system is the performance expectations, expectations of business and social influence. Meanwhile, the performance expectations moderate confidence, social influence, and facilitating condition.