Factors Influencing Online Shopping Intention in Indonesia

The purpose of this study is to determine the factors that influence the Indonesian people so that they decide to shop online through e-commerce. Data was collected in May 2
^nd
, 2022 until June 2
^nd
, 2022 through a google form questionnaire which was collect as many as 526 respondents from various regions in Indonesia using purposive technique sampling. Data processing uses the SmartPLS application to measure convergent validity, discriminant validity, and path coefficients. The results of the analysis show that Payment Options, Online Shopping Awareness, Online Shopping Perception, Privacy, and Security affect Online Shopping Intention variable. Meanwhile, Website Quality does not have a positive relationship with Online Shopping Intention variable because most consumers prefer to shop through applications on smartphones than through websites. The conclusion is that Indonesian people tend to choose to shop online compared to shopping in-store because shopping online, flexible, practical, competitive prices, quality comparable to offline purchases, and of course shopping can be done online and at any time via internet.