Purchase Intention of E-Commerce Platform in Indonesia: Determinants of the Motivation Hindering Factors

This research identifies the antecedents contributing to consumers’ willingness to purchase e-commerce in Indonesia. This study aims to examine the influence of factors such as security, privacy, reputation, and customer attitude on e-commerce purchase intention in Indonesia. The research adopts a quantitative approach, conducting an online survey involving 320 respondents from across Indonesia. The Structural Equation Modelling (SEM) method is employed for data analysis, with SmartPLS 4.0 used as the statistical tool to examine the correlations among variables. The findings of this study indicate that factors such as security, privacy, and reputation positively impact customer attitude and purchase intention, while perceived risk has a negative impact. This research provides new insights for e-commerce in Indonesia to enhance antecedents such as security, privacy, and reputation to influence consumers’ positive attitudes and purchase intention. Moreover, this study offers practical and theoretical insights that elevate our understanding and facilitate strategy development within Indonesia’s rapidly expanding digital sectors.