The Consumer Behavior Confluence to An Intention to Use of E-marketplace Social Care System

The use of digitalization to help consumer’s meet their needs has greatly influenced their lifestyle, one of them is by using the services of domestic workers through e-marketplace social care based on mobile apps. This research has a purpose is to analyze the components of consumer behavior that affect the intention to uses e-marketplace social care system in Indonesia. This research uses structural model equation as quantitative research with Smart PLS and purposive sampling as a tool in sampling technique. The population in this research is e-marketplace social care users in Indonesia, such as house cleaning services, baby sitters, childcare, and elderly caregiver. Questionnaires are distributed online through google docs and the questionnaires are directly to respondents who have experience using the e-marketplace social care services. The result obtained that there is a significant influence of the consumer behavior components on the intention to use e- marketplace social care, with the most dominant component affecting is the Environmental. Researchers suggest that mobile apps for e-marketplace social care services should be developed as a part of marketing to increase the consumer intention to use their services.