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Consumer Behavior Analysis Of Tokopedia Application Online Marketplace Using UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 (UTAUT 2)
Evelyn Pricisilia Sumendap (a*), Dra. Indrawati, M.M., Ph.D

School of Economic and Business, Telkom University
Jalan Gegerkalong Hilir No. 47 Bandung
40152 Jawa Barat – Indonesia


The use of smartphones in Indonesia currently has a high duration of usage and frequency when compared to the use of computers and laptops.The company began to transfer its business from the site into an application, which also aims for the ease and mobility of consumers in online buy and sell transactions that currently have a very rapid development and demand by the community.Tokopedia is one of the companies selling online trading services through websites and applications, but is currently focused on improving the features of the service on the mobile application.This research was conducted to analyze consumer behavior in using Tokopedia application, but on adopters late majority.Although the number of online marketplace users has been very much, there are still users who have not been touched well like early and late majority.The population in this research is the people who are in Indonesia who have entered the new late majority category or are still studying in using Tokopedia application.The samples used in this study were 400 respondents. The results reveal that there are five factors in the Model UTAUT2 that significantly affect the intent of the behavior of the use of Tokopedia application that is Performance Expectancy, Effort Expectancy, Social Influence, Price Value and Perceived Security & Risk and the five factors have an influence on Continuance Intention. In terms of moderation, both Age and Gender moderated several factors against Continuance Intention.

Keywords: Digital Marketing, Tokopedia, e-commerce, UTAUT2, late majority

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Evelyn Pricisilia Sumendap)

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