Analysis Of User Factors In Marketplace Selection Decisions For Product Purchases

Hehanusa, Ivan Tri Putra (2026) Analysis Of User Factors In Marketplace Selection Decisions For Product Purchases. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan e-commerce di Indonesia mendorong persaingan ketat antar platform marketplace, khususnya Tokopedia dan Shopee. Fenomena menarik yang muncul adalah konsumen Generasi Z cenderung menggunakan lebih dari satu platform sekaligus meskipun produk yang ditawarkan relatif serupa, yang mengindikasikan adanya faktor pengguna yang lebih kompleks dalam proses pemilihan marketplace. Penelitian ini bertujuan mengidentifikasi dan menganalisis faktor-faktor yang memengaruhi keputusan Generasi Z dalam memilih marketplace sebagai platform utama pembelian produk. Model penelitian dikembangkan dengan menggabungkan teori Stimulus-Organism-Response (SOR) dan Technology Acceptance Model (TAM), dengan Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Price & Promotion (PP), dan Social Influence (SI) sebagai variabel stimulus; Online Trust (OT) sebagai variabel organism; serta Marketplace Selection Decision (MSD) sebagai variabel respons. Data dikumpulkan melalui kuesioner kepada 206 responden Generasi Z di Indonesia yang memenuhi kriteria skrining menggunakan teknik purposive sampling, kemudian dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Dari 26 indikator awal, sebanyak 25 indikator dipertahankan setelah proses purifikasi model pengukuran. Hasil analisis menunjukkan bahwa seluruh tujuh hipotesis yang diuji didukung secara statistis. Keempat variabel stimulus — PEOU, PU, SI, dan PP — terbukti berpengaruh positif dan signifikan terhadap Online Trust. Selanjutnya, Online Trust terbukti menjadi prediktor terkuat terhadap Marketplace Selection Decision (β = 0.441, p < 0.001), dengan nilai R² sebesar 0.674 yang mengindikasikan daya penjelas yang substansial. PEOU dan PU juga terbukti berpengaruh langsung terhadap Marketplace Selection Decision, mengkonfirmasi adanya jalur pengaruh ganda dalam model. Temuan ini memberikan kontribusi teoritis dalam perilaku konsumen digital sekaligus rekomendasi strategis bagi pengelola platform marketplace di Indonesia dalam meningkatkan kepercayaan dan daya tarik konsumen Generasi Z.
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The rapid growth of e-commerce in Indonesia has intensified competition among major marketplace platforms, particularly Tokopedia and Shopee. A notable phenomenon has emerged in which Generation Z consumers tend to use multiple platforms simultaneously despite the relatively similar products available, suggesting a complex set of user-centric factors underlying marketplace selection behavior. This study aims to identify and analyze the factors influencing Generation Z's decisions in selecting a marketplace as their primary product purchasing platform. The research model integrates the Stimulus-Organism-Response (SOR) framework and the Technology Acceptance Model (TAM), with Perceived Ease of Use (PEOU), Perceived Usefulness (PU), Price & Promotion (PP), and Social Influence (SI) as stimulus variables; Online Trust (OT) as the organism variable; and Marketplace Selection Decision (MSD) as the response variable. Data were collected through a questionnaire distributed to 206 Generation Z respondents in Indonesia who met the defined screening criteria, using purposive sampling, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Of the initial 26 indicators, 25 were retained following the measurement model purification process. The analysis results indicate that all seven hypotheses were statistically supported. All four stimulus variables — PEOU, PU, SI, and PP — were found to have a positive and significant effect on Online Trust. Online Trust emerged as the strongest direct predictor of Marketplace Selection Decision (β = 0.441, p < 0.001), with an R² of 0.674 indicating substantial explanatory power. PEOU and PU were also found to directly influence Marketplace Selection Decision, confirming the presence of dual pathway effects in the model. These findings contribute theoretically to digital consumer behavior research and provide strategic recommendations for marketplace platform operators in Indonesia seeking to enhance Generation Z consumer trust and platform attractiveness.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Generasi Z, Keputusan Pemilihan Marketplace, Kepercayaan Online, Perceived Ease of Use, Perceived Usefulness, Stimulus-Organism-Response, Technology Acceptance Model, PLS-SEM. Generation Z, Marketplace Selection Decision, Online Trust, Perceived Ease of Use, Perceived Usefulness, Stimulus-Organism-Response, Technology Acceptance Model, PLS-SEM.
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Ivan Tri Putra Hehanusa
Date Deposited:	03 Aug 2026 09:28
Last Modified:	03 Aug 2026 09:28
URI:	http://repository.its.ac.id/id/eprint/142184

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