Perilaku Konsumen Terhadap Keputusan Pembelian Online pada Platform E-commerce

Ni Kadek Dwi Lestari; Nyoman Dwika Ayu Amrita; Ni Putu Kanaya Amelia Putri; I Made Rhobintara Rahmat Wicaksana; Ni Komang Suartini

doi:10.30640/inisiatif.v5i2.6454

Authors

Ni Kadek Dwi Lestari Universitas Ngurah Rai Denpasar
Nyoman Dwika Ayu Amrita Universitas Ngurah Rai Denpasar
Ni Putu Kanaya Amelia Putri Universitas Ngurah Rai Denpasar
I Made Rhobintara Rahmat Wicaksana Universitas Ngurah Rai Denpasar
Ni Komang Suartini Universitas Ngurah Rai Denpasar

DOI:

https://doi.org/10.30640/inisiatif.v5i2.6454

Keywords:

Consumer Behavior, E-Commerce, Online Shopping, Purchasing Decisions, Sales Promotion

Abstract

The continuous growth of digital innovation has reshaped the way people shop, moving purchasing activities from traditional offline methods to internet-based transactions through e-commerce platforms. This shift has resulted in increasingly dynamic consumer behavior when determining purchasing choices. The purpose of this study is to explore consumer behavior in relation to online buying decisions within e-commerce by examining various relevant prior studies. This research employs a qualitative descriptive literature review approach, drawing data from scholarly journals, research articles, and digital books related to the topic. The analysis process was conducted by reviewing, classifying, and comparing previous findings to identify recurring themes, common viewpoints, and contrasting results among researchers. The findings reveal that consumers’ online purchasing decisions are influenced by several important dimensions, namely psychological aspects, individual characteristics, and social influences. In most cases, consumers behave logically by assessing factors such as product usefulness, affordability, transaction safety, and service performance before deciding to buy. Nevertheless, unplanned or emotionally driven purchases may also occur, particularly when consumers are exposed to attractive promotional campaigns or price reductions.

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