The Influence Factors Interest in Buying on E-commerce


 
 
Technology in Indonesia is currently experiencing rapid advances in information technology and communication, especially internet advancements. In Indonesia alone, people who use the Internet have increased very rapidly. With the large number of people using the internet in Indonesia, there is a trend of online shopping through websites or online shop applications. Based on these thoughts, it is interesting to examine whether the perception of ease of transaction and trust affect buying interest in e-commerce. The population in this study are consumers who use e-commerce. While the samples taken were 60 respondents. The analysis technique used is Partial Least Square (PLS). From this research it can be seen that the perception of ease of transaction and trust can contribute to e-commerce buying interest. 
 
 


Technology in Indonesia is currently experiencing rapid advances in information technology and communication, especially internet advancements. In Indonesia alone, people who use the Internet have increased very rapidly. With the large number of people using the internet in Indonesia, there is a trend of online shopping through websites or online shop applications. Based on these thoughts, it is interesting to examine whether the perception of ease of transaction and trust affect buying interest in e-commerce. The population in this study are consumers who use e-commerce. While the samples taken were 60 respondents. The analysis technique used is Partial Least Square (PLS). From this research it can be seen that the perception of ease of transaction and trust can contribute to e-commerce buying interest.

INTRODUCTION
Internet usage in Indonesia is currently experiencing additional amount to very much. According to a survey conducted by the Association of Indonesian Internet Service Providers (APJI), internet users in Indonesia in 2018 amounted to 171.170.000 million of the total Indonesian population of 264.160.000 million or if the percentage is 64,8% of Indonesia's population. With the large number of internet users in Indonesia, there is a trend of online shopping through websites or online shop applications. This trend can be seen with data from Bank Indonesia that mention Online Store transaction in Indoneia throughout 2018 reached 77,766 trillion. This figure is up 151% compared to 2017 which reached 30,942 trillion.
Based on these data, there are many e-commerce sites that are present in Indonesia, so we who are usually going to buy something have to leave the house and wait for the right time. We can clean without leaving the house then for payment we can transfer via ATM and mobile banking or through the digital wallet that has been provided by the e-commerce. The presence of e-commerce in Indonesia has created intense competition. The intense competition makes e-commerce companies innovate and present interesting programs that can attract the attention of consumers.
One of the innovations made is providing convenience in transactions. Ease of transactions can be in the form of ease of purchase, ease of cancellation, and ease of payment. For convenience in payment, the current trend is that e-commerce provides digital wallets for consumers so that payments do not need to go to an ATM anymore, making it easier for consumers. In addition to the ease of making transactions, trust in consumers is also needed. Trust can be in the form of honesty in which honest in giving discounts or goods received by consumers in accordance with what is described or in accordance with the picture. In addition, the information provided must be as it is and complete so that consumers feel trustworthy and are not afraid to do shopping transactions through the internet so that e-commerce buying interest is high. From the background above the objectives are as follows: 1. How does the perceived ease of transactions against interest Buy in e-commerce.

LITERATURE REVIEW Perceived Ease Transaction
Perceived ease of use is the level of trust by someone where he feels what business will be avoided when using a technology (Jogiyanto, 2007). According to Rizwan et al. (2014), when consumers find ease in interacting when shopping online and ease in finding information about products, online payment on the website, consumers will choose to shop online

Trust
Online customers will generally avoid online sales who can not be believed or customers assume that online sales are not ethical and not behave well (trust becomes worse) (Gefen, 2000). Trust is a person's belief in what is trusted, which is believed to have honesty, attention, good ability and consistency (Pudjarti et al., 2019).

Interests Buy
Interest is the interest of someone after seeing a product, the interest can be an interest to try, buy, and own the product (Kotler & Keller, 2009). Buying interest is the behavior of consumers in their efforts to own, dispose of, and use a product and service (Anwar, 2014).

METHOD
This research is a quantitative research and uses an independent variable, namely perception of ease of transaction, trust and the dependent variable, namely purchase interest.

RESULT AND DISCUSSION PLS analysis
PLS output results above can be seen the value of the loading factor for each indicator that is located above the arrow between the variable and indicator, also can be seen the magnitude of the path coefficient (path coefficient) that is above the arrow line between the exogenous variables to endogenous variables. In addition, it can also be seen the size of the R-Square which is right within the circle of endogenous variables (Buy Interest variable). The perceived ease is a measure of a person believing that using technology will make it easier for the user to do something and reduce the effort of the user.

Effect of Perceived Ease of Transactions on Buying Interest
From the research that has been done, the results of the perceived ease of transaction factors on buying interest have a significant and positive effect so that it can be accepted. This research is in accordance with research (Alwafi & Magnadi 2016) and in accordance with research (Ayuningrum & Idris 2016) that the perception of ease of transaction significantly influences buying interest. That any increase in convenience will result in an increase in Purchase Interest. So the convenience of transactions must be a concern for e-commerce to provide convenience for consumers so that buying interest rises.

Influence of Confidence in Buying Interest
The results of research that has been done, the results of the trust factor to buy interest have a significant and positive influence so that it can be accepted. The results of this study are consistent with research conducted by (Anwar & Adidarma, 2016) and (Alwafi & Magnadi, 2016) that trust significantly influences buying interest. Any increase in confidence will also result in an increase in Buy Interest. So trust must be a concern for every e-commerce.

CONCLUSION
Based on the results of the analysis above related to The Influence Factors Interest in Buying on e-commerce, it can be concluded as follows: