Title: Modeling Out Factors That Affects Buying Decisions and Consumptive Behaviour of Shopee Consumer Based on Structural Equation Modeling - Partial Least Square Method
Authors: Ruth Hosana
Ardi Kurniawan
Sediono
Toha Saifudin
Volume: 7
Issue: 12
Pages: 105-112
Publication Date: 2023/12/28
Abstract:
In the era of industrial revolution 4.0 and rapid globalization, technology has become the main capital in various sectors, including the economy. Buying and selling activities, which were previously conventional, have now shifted to the digital realm. In the ever-evolving commerce industry, sellers need to adopt technology to expand their businesses and stay competitive. One implementation of technology in economic activities is through digital e-commerce platforms, such as Shopee, which are effective and efficient in meeting consumer needs. This research aims to model and find out how much influence application facilities (features), information quality, promotions offered, and affiliate programs have on buying decisions and consumptive behavior of Shopee consumers in the city of Surabaya. The sampling method used was purposive sampling with a total sample of 267 respondents. The data obtained was then analyzed using the Structural Equation Modeling method with the Partial Least Square (SEM-PLS) approach via the SmartPLS application. Based on the Goodness of Fit Index test, a value of 0.592 is obtained, categorized as large, indicating that the formed model is valid and can explain empirical data as a whole.