ANALYZING SHOPPER’S RESPONSE ON INDONESIA MARKETPLACE

Abstract

This research describes consumer responses to online shopping in Indonesia, Primary data
collected via an online questionnaire is used. The respondents of this study are limited to people
who in the past or now often do online shopping transactions. SEM (Structural Equation
Modeling) is the quantitative data analysis method used here to describe the influence or
relationship between variables. This study aims to determine the effect of stimulus variables
on cognitive or behavioural responses of organisms/individuals. Not all variables induce
responses. The important factors are informativeness and trust. Specifically, the completeness
of the information provided by e-commerce websites, a safe technological solution, and
policies that protect consumer personal data are important to consumers when deciding to
conduct online transactions.