Analysis of the Influence of Promotion, Price, Ease of Use, and Flexibility on Shopping Behavior of E-Commerce Users in Jabodetabek

Abstract

Online shopping has become the right choice to avoid crowds and maximize social distancing during the Covid-19 pandemic. The restrictions on activities and staying at home during the pandemic have shifted consumer behavior towards digitalization, relying on e-commerce and social media for shopping. The shopping trend in the Jabodetabek area has shifted from offline shopping in malls to online shopping through various e-commerce applications. This research aims to determine the influence of Price (X1), Promotion (X2), Ease of Use (X3), and Flexibility (X4) on the Shopping Behavior of the Jabodetabek community (Y), which has now shifted from offline stores to e-commerce. This research uses linear regression with hypothesis testing using t-test, F-test, and coefficient of determination. The results of the study indicate a significant influence of X2 on Y, X3 on Y, and X4 on Y, while there is no significant influence of X1 on Y. However, there is a significant simultaneous influence of variables X1, X2, X3, and X4 on variable Y with a determination coefficient level of 78%.