Pengaruh E-commerce dan Kemudahan Transaksi Terhadap Perubahan Pola Konsumsi Dalam Era Digital Di Indonesia
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Abstract
Studi ini meneliti bagaimana perubahan kebiasaan konsumsi di era digital dipengaruhi oleh e-commerce dan kemudahan transaksi di Indonesia. Untuk menyelidiki hubungan antara tiga konstruk utama - E-commerce, Kemudahan Transaksi, dan Pola Konsumsi - digunakan analisis kuantitatif dengan menggunakan pemodelan persamaan struktural. Sampel sebanyak 150 orang diikutsertakan dalam penelitian ini, dan analisis data dilakukan dengan menggunakan metode statistik yang canggih seperti SEM-PLS 4. Temuan menunjukkan bahwa terdapat korelasi yang kuat dan menguntungkan antara Kemudahan Transaksi dan Pola Konsumsi, serta antara E-commerce dan Pola Konsumsi. Hasil penelitian menunjukkan bahwa perubahan dalam pola pembelian konsumen Indonesia sebagian besar disebabkan oleh semakin populernya perdagangan digital dan pengalaman transaksi yang lebih baik. Kesesuaian model struktural yang disarankan dikonfirmasi oleh sejumlah indeks kecocokan model dan nilai R-Square. Studi ini menambah pengetahuan kita tentang bagaimana konsumen berperilaku di era digital dan memberikan informasi yang berguna bagi perusahaan dan pengambil keputusan yang berusaha memahami dan mengambil keuntungan dari perubahan tren konsumsi digital di Indonesia. Makalah ini juga menyoroti kekurangannya dan merekomendasikan arah untuk penelitian di masa depan untuk memperdalam pemahaman kita tentang fenomena dinamis ini.
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