Analysis Of Factors Affecting Customer Behavior Of Marketplace Applications: A Case Study Of Cash On Delivery (COD) Payment Systems

Advances in information technology are making it easier for humans to achieve goals or just make things easier, including fulfilling their needs or desires in life through online shopping. The presence of a marketplace in Indonesia has a direct impact on economic growth, with the existence of a marketplace, people are able to find the desired product and market their products or services as widely as possible. One of the marketplace's flagship services to make it easy for customers to process business transactions is the cash on delivery (COD) payment method. This study analyzes the factors that trigger consumer behavior in the marketplace using the COD payment method. The research model UTAUT2 (Unified Theory of Acceptance and Use of Technology) is used to further examine the factors that influence the behavior of marketplace customers who have the intention of using COD transaction services for each transaction. The test uses the structural equation modeling (SEM) with partial least square (PLS) technique. This study obtained 368 respondents as a sample with respondents who have used the COD payment system to collect data using an online questionnaire. The results of the study indicate that hedonic factors, one's habits, price values and social influences are factors that influence a person's intention to use the COD system when shopping online. In addition, intentions arise from behavior when using the COD system.