FAKTOR-FAKTOR YANG MEMENGARUHI PEMBELI ONLINE DI INDONESIA
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Abstract
Abstrak
Saat ini, teknologi berkembang pesat di Indonesia. Salah satu bentuk pemanfaatan teknologi adalah perdagangan berbasis online (e-commerce). E-commerce dapat memberikan banyak manfaat jika dapat dilaksanakan dengan baik dan didukung oleh regulasi pemerintah. Perkembangan e-commerce sangat dipengaruhi oleh jumlah pelanggan, tetapi saat ini baru 3,18% penduduk Indonesia yang telah melakukan pembelian secara online. Penelitian ini membahas faktor-faktor yang dapat memengaruhi ‘persentase pembeli online’ di Indonesia dengan menggunakan data cross section, yaitu provinsi-provinsi di Indonesia tahun 2017. Metode yang digunakan adalah metode analisis jalur (path analysis) untuk melihat pengaruh langsung dan tidak langsung dari variabel persentase pengguna internet per jumlah penduduk, pendapatan per kapita, dan rata-rata lama sekolah terhadap persentase pembeli online. Hasilnya adalah persentase pengguna internet berpengaruh langsung terhadap persentase pembeli online. Sedangkan pendapatan per kapita dan rata-rata lama sekolah berpengaruh tidak langsung terhadap persentase pembeli online. Untuk mendukung peningkatan persentase pembeli online di Indonesia, pemerintah perlu meningkatkan anggaran untuk infrastruktur komunikasi, pendidikan, dan sumber daya manusia.
Kata Kunci: E-commerce, Pembeli Online, Metode Analisis Jalur
Abstract
Nowadays, technology grows rapidly in Indonesia. One of the technology utilization is online shopping (e-commerce). E-commerce can provide benefits if it is implemented properly and supported by government regulations. The development of e-commerce is strongly influenced by the number of customers, but the percentage of Indonesians buying online is only 3.18%. This research discusses the influencing factors of online customers in Indonesia by using cross-section data (provinces in Indonesia in 2017). It uses the path analysis method to find the direct and indirect effect of the percentage of internet users per total population, income per capita, and educational attainment to the percentage of online consumers. The percentage of internet users has a direct effect on the percentage of online consumers. Income per capita and educational attainment have an indirect effect on the percentage of online consumers. To increase the percentage of online customers in Indonesia, the government needs to increase the budget on communication infrastructure, education, and human resources.
Keywords: E-commerce, Online Customer, Path Analysis
JEL Classification: C390, L810, M380
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