User Factors Towards Purchasing Attitudes via E-Commerce in Tangerang City

Abstract

Advances in information technology have made the use of the internet a primary need for society, especially in the context of economics, such as e-commerce. Interest in online shopping is increasing, thus driving the growth of e-commerce platforms in Indonesia. This encourages each e commerce platform to implement the best strategy to increase sales, either through improving appearance, adjusting prices, or other aspects. In Indonesia, the use of e-commerce is very large, increasingly driven by rapid technological developments. Many e-commerce platforms have been established in Indonesia, serving a large number of users. This analysis applies a quantitative approach, utilizing a descriptive design that integrates causal relationships. This study identifies factors that influence user attitudes towards purchasing through e-commerce in Tangerang City. The Hypothesis Test results in this study showed 8 hypotheses were accepted, while 2 hypotheses were rejected. The rejected hypothesis showed a T-Statistic value < 1.96 and a P-Value > 0.05. While the accepted hypothesis showed a T Statistic value > 1.96 and a P-Value < 0.05.