Septien Dwi Savandha

E-Commerce and Consumer Behavior: A Comparative Study of Local and Global Marketplaces in Indonesia

Introduction

E-commerce and consumer behavior: a comparative study of local and global marketplaces in indonesia. Unpack Indonesian e-commerce consumer behavior. This study compares local & global marketplaces, showing trust and security are key factors influencing purchase decisions.

Abstract

The development of e-commerce in Indonesia has driven significant changes in consumer behavior. Local marketplaces such as Tokopedia, Shopee, and Bukalapak compete fiercely with global marketplaces such as Amazon, eBay, and AliExpress. This study aims to: (1) compare consumer behavior in local and global marketplaces, (2) identify the main factors influencing consumer preferences, and (3) analyze the impact of trust variables, security, product variation, and service quality on purchase decisions. The method used is qualitative research with a comparative study approach. Data was collected through in-depth interviews, observations, and documentation, then analyzed with Miles and Huberman's interactive model. The results show that trust and transaction security are the most dominant factors in influencing purchase decisions, followed by ease of use and quality of customer service. Local marketplaces are superior in terms of trust and convenience of transactions, while global marketplaces are stronger in product variety. The conclusion of this study is that Indonesian consumer behavior is more determined by trust and security factors, not just product or price variation. The practical implication is that local marketplaces need to expand product variety to be more competitive, while global marketplaces need to adapt payment methods and customer service according to the needs of Indonesian consumers.

Review

This study offers a timely and relevant exploration into the evolving landscape of e-commerce and consumer behavior in Indonesia, a rapidly growing digital market. The research clearly outlines its objectives: to compare consumer behavior between local and global marketplaces, identify key influencing factors, and specifically analyze the impact of trust, security, product variation, and service quality on purchase decisions. The choice of a qualitative, comparative approach, utilizing in-depth interviews, observations, and documentation analyzed through Miles and Huberman's interactive model, is appropriate for gaining a nuanced understanding of consumer preferences and the underlying motivations in this dynamic competitive environment. The findings present significant insights, highlighting that trust and transaction security are the most dominant factors influencing purchase decisions among Indonesian consumers, even more so than product or price variations, followed by ease of use and customer service quality. This is a crucial distinction that provides a deeper understanding of this specific consumer base. The comparative analysis further elucidates the strengths of each market type: local marketplaces excel in fostering trust and convenience, while global platforms are recognized for their superior product variety. These results effectively address the research aims, offering a clear differentiation of factors that drive consumer choice across both local and international e-commerce platforms. The practical implications derived from this research are particularly valuable for both local and global e-commerce stakeholders operating in Indonesia. The recommendation for local marketplaces to expand product variety to enhance competitiveness, and for global marketplaces to adapt payment methods and customer service to local needs, provides actionable strategic guidance. While the qualitative nature of the study provides rich, detailed insights, future research could consider incorporating quantitative methods to validate and generalize these findings across a broader population. Overall, this paper makes a significant contribution to the understanding of e-commerce consumer behavior in Indonesia, offering a robust framework for market strategy and development.

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