Articles

Cognitive Dissonance in Online Shopping Experiences and Impulsive Buying Among E-Commerce Users in Indonesia

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This study aims to analyze the influence of Online Customer Shopping Experience on Impulsive Buying and Cognitive Dissonance in the context of e-commerce use in Indonesia. Based on data from 420 respondents, it was found that the most widely used e-commerce platforms are Tokopedia, TikTok Shop, and Shopee. The majority of respondents purchase products such as clothing, accessories, as well as beauty and personal care products, which shows the dominance of lifestyle needs in online shopping behavior. The results of the analysis show that the online shopping experience has a significant effect on impulse purchases, which can then trigger post-purchase cognitive dissonance. In addition, it was found that Impulsive Buying also mediates the relationship between Online Customer Shopping Experience and Cognitive Dissonance. Thus, an engaging and emotional shopping experience not only encourages spontaneous purchases, but also contributes to dissatisfaction if the purchase results are not as expected. These findings provide important implications for e-commerce service providers to design shopping experiences that are not only visually appealing and promotional, but also able to meet consumer expectations to reduce the potential for cognitive dissonance.

Behavior-Based Purchase Intent Prediction in E-Commerce: A Machine Learning Approach

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This study investigates the use of machine learning to predict user purchase intentions based on behavioral data in a multi-category e-commerce platform. By analyzing seven months of user interaction logs—comprising product views, cart additions, and purchases—the research applies feature engineering to generate variables such as event weekday, product category levels, session activity count, and cart-to-view ratios. Four classification models were developed and evaluated: logistic regression, decision tree, random forest, and gradient boosting. Among these, the Random Forest algorithm outperformed the others, achieving the highest accuracy and F1-score, effectively balancing precision and recall. The results demonstrate that machine learning can reliably predict purchase intent and support more targeted marketing, personalized recommendations, and improved conversion strategies in e-commerce environments.

Impact of Online Reviews on Purchasing Decisions: A Cross Generational Study

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This study delves into the influence of online reviews on the purchasing behavior of Generation X, Millennials, and Generation Z consumers in today’s changing digital marketplace. With the prevalence of online reviews that reshape consumer decision-making processes, this study aims to uncover the nuanced differences in how each generational group interacts with and responds to online reviews. Through a meticulous literature review, the paper examines existing studies, identifying a gap in understanding tailored approaches for distinct age groups. The research methodology involves primary data collection through a survey targeting 60 participants across the three generations. Findings suggest distinctive patterns in online shopping habits, reliance on online reviews, and factors influencing purchasing decisions within each group. Though online reviews prove to be significant factor across all generations, varying degrees of reliance and preferences is observed. Furthermore, advantages and disadvantages of online reviews show their pivotal role in consumer decision-making processes, alongside limitations such as sample size constraints and existing factors. The study concludes by emphasizing the importance for businesses to recognize and cater to the unique preferences of each generation, giving insights to navigate the digital shopper’s dilemma effectively. By understanding and adapting to generational needs and preferences, businesses can harness the power of online reviews which is the ‘New Word of Mouth’ to engage with diverse consumer segments, ensuring success in the ever-evolving digital landscape.

TikTok Shop: Future of E-Commerce? How Can Galderma Leverage Tiktok Shop to Increase its Penetration and Improve its Market Share in Indonesia Skincare Market?

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TikTok was introduced to the Indonesian market in September 2017. Upon its launch, TikTok quickly gained popularity among Indonesian users, especially among the younger demographic, for its short-form video content that allowed for creative expression and entertainment. One of TikTok services is TikTok Shop, an integrated e-commerce capabilities directly within the TikTok app, allowing users to browse, purchase, and sell products without leaving the platform. They launch this service in April 2021. The platform introduced features like shoppable videos and live shopping events, where users could interact with influencers and brands in real-time while purchasing products providing a new and engaging way for Indonesian businesses to reach potential customers and boost sales through interactive and entertaining content.

Galderma Indonesia Healthcare is one of the leading companies dedicated to advancing dermatology for every skin story. Galderma strategically its positioned in attractive, consumer-driven segments of the dermatology market, characterized by high growth fundamentals supported by science-based product differentiation and premium positioning. One of Galderma’s brands that is available in Indonesia is Cetaphil.

Cetaphil products are available in modern retailers with Health & Beauty channel as the top contributor, followed by general trade and pharmacy channel. Even though available, Cetaphil is still low in in skincare category penetration.

This study examines the positioning and promotional strategies of Cetaphil on TikTok Shop using qualitative research methods. Primary data was gathered through expert interviews, while secondary data was sourced from internal company reports, previous research studies, and strategic agency reports.

Navigating Consumer Behavior in the Niche Market of Artisan Tea Blends: Insight from Indonesia’s E-Commerce Sector

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This research explores the factors that influence consumer behavior when purchasing artisan tea blends through e-commerce platforms. It investigates how aspects such as personal characteristics, cultural perceptions, trust endorsements, perceived usefulness, perceived ease of use, and online shopping preferences affect purchase intentions, using quantitative methods. The findings from Partial Least Squares Structural Equation Modelling (PLS-SEM) indicate that cultural perceptions, personal traits, and trust endorsements significantly influence purchase intentions, while perceived usefulness and online shopping preferences have less impact. These results suggest that for niche products like artisan tea blends, online marketing strategies should focus on cultural relevance, building trust, and understanding consumer characteristics to drive engagement and purchases.

The Effect of Gamification toward Customer Engagement in Shopee E-Commerce

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Customer engagement is one of the factors that influences a company’s overall performance, this aspect reflects the interaction between customers and brands. Gamification is one method that can be used to increase customer engagement. This research examines the influence of gamification on customer engagement on the Shopee e-commerce platform. In the rapidly evolving digital era, gamification has become a popular strategy to increase customer engagement by creating fun and interactive experiences. Shopee, as one of the leading e-commerce platforms in Indonesia, has implemented various gamification elements to attract customer attention. This research uses a quantitative approach with an online survey method involving 212 active Shopee user respondents from Jakarta and Bandung aged between 18 – 35 years. The data collected was analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique to test the relationship between the constructs of gameful experience, game satisfaction, and customer engagement. The research results show that all dimensions of the gameful experience, which include achievement, challenge, competition, immersion, fun, and social experience, have a positive influence on game satisfaction. Furthermore, game satisfaction also has a strong positive influence on customer engagement. This research provides insight for Shopee and other e-commerce about the importance of gamification to increase customer satisfaction and engagement. Effective implementation of gamification strategies can encourage e-commerce platforms to create more engaging user experiences.

Order Fulfillment Process Improvement in E-Commerce Warehouse: A DMAIC Approach for PT XYZ

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This research analyzes PT XYZ’s e-commerce fulfillment warehouse using the DMAIC (Define, Measure, Analyze, Improve, Control) methodology due to a shortfall in order processing, averaging 184.64 orders per shift versus a target of 250. The objective is to enhance operational efficiency and manpower productivity. Initial analysis identified significant inefficiencies and high variability in processing times due to Warehouse Management System (WMS) synchronization issues, manual rework, lack of standards, and non-value-adding activities. The improvement phase proposed solutions such as implementing a Pick-to-Light (PTL) system, WMS enhancements, standardized receipt picking, and incentive schemes. These improvements aim to reduce errors, optimize workflows, and increase employee productivity. The control phase includes comprehensive training plans, documentation, and monitoring tools to ensure sustainability and continuous improvement. Implementing these solutions is expected to increase order processing efficiency by 40-50%, build a more competitive and motivated workforce, and address issues between regular and freelance employees through targeted training and incentive schemes.

The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia

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The significant decrease in the number of visitors and not the first rank e-commerce platform in Indonesia indicates a decline in brand awareness and positive word-of-mouth. Considering the current critical condition of Lazada Indonesia in terms of awareness, the company must implement an innovative strategy to maintain the attraction of the platform and social media, while also gaining new customers and retaining existing ones. One approach is to efficiently utilize and enhance content marketing using social media to increase awareness of the company, which could result in increased positive word of mouth.

The purpose of this study is to explore the influence of content marketing has on word of mouth among users of Lazada Indonesia, while also examining the mediating role of brand awareness. The data for this research were obtained from a sample of 85 respondents who are users of Lazada Indonesia and who follow Lazada Indonesia’s social media accounts. The analysis and verification of all the results were conducted using SEM-PLS.

The research findings show that Lazada Indonesia’s content marketing has a positive influence on word of mouth and brand awareness among its users. The influence of brand awareness on word of mouth is positive but low influence. Furthermore, content marketing has a positive influence on word of mouth through brand awareness a mediating variable.

Research findings indicated that Lazada Indonesia’s content marketing has a positive also significant influence on word of mouth and brand awareness among Lazada Indonesia’s users. Same as the result of brand awareness has a positive and significant effect on word of mouth. Moreover, there is a positive and significant influence of content marketing on word of mouth through brand awareness as a mediating variable.

Proposed Marketing Strategy to Increase Brand Loyalty: Study Case of Lazada Indonesia

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The Indonesian e-commerce market is poised for significant growth, with projections indicating an expansion from USD 52.93 billion in 2023 to USD 86.81 billion by 2028. This rapid growth is driven by increasing internet and smartphone penetration, coupled with a rising demand for online shopping. Lazada Indonesia, one of the major players in this market, faces intense competition from platforms like Tokopedia and Shopee. This study aims to explore the strategic positioning of Lazada Indonesia, focusing on brand loyalty and market share dynamics within the Indonesian e-commerce landscape.

Utilizing a mixed-method approach, the research integrates both qualitative and quantitative data to provide a comprehensive analysis. The study employs various strategic frameworks, including PESTLE, Porter’s Five Forces, VRIO, STP, and the 7Ps of marketing, to assess Lazada’s internal and external environments. Key findings indicate that Lazada’s strengths lie in its robust technological infrastructure, extensive product offerings, and strong brand recognition supported by Alibaba. However, the company faces significant challenges, including inconsistent user experiences, internal coordination issues, and the need for more localized marketing strategies to effectively engage with the diverse Indonesian market.

The research provides actionable insights and strategic recommendations for Lazada Indonesia to enhance its market positioning and increase brand loyalty. Strategies include improving customer service, leveraging big data for personalized marketing, and forming strategic partnerships to enhance logistical capabilities. By addressing these areas, Lazada can better meet customer needs, strengthen its competitive edge, and achieve sustainable growth in the rapidly evolving Indonesian e-commerce sector.

Legal Protection for Both Parties in the Execution of E-Commerce Based Buying and Selling Agreements Grounded in Justice

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The internet media used for trading is known as electronic commerce (e-commerce), a business process that provides facilities between buyers and sellers or companies, consumers, and specific communities in electronic transactions related to goods, services, and information. In order for the parties involved in the transaction to feel more comfortable and secure, electronic transactions have been regulated in the ITE Law. The research method used in this study is normative or doctrinal. The nature of this legal research is prescriptive. The technique of collecting legal materials in this research is through document study or literature review. The results of the study indicate that the process of implementing buying and selling transactions through e-commerce is carried out in several stages, namely Offer, Acceptance, Payment, and Delivery. The buying and selling agreement through e-commerce is included in electronic contracts. Based on Article 1 number 17 of Law Number 11 of 2008 concerning Electronic Information and Transactions. Article 1320 of the Civil Code which is then reaffirmed in Article 47 paragraph (2) of Government Regulation Number 88 of 2012 concerning the Implementation of Electronic Systems and Transactions. Legal protection for Shopee consumers is based on the Consumer Protection Law Number 8 of 1999 and the Electronic Information and Transactions Law No. 11 of 2008 can be seen in regulations regarding consumer rights protection and compensation.