Determinants of Purchase Intention on the Marketplace

Abstract

The behavior of the community, especially in Indonesia, is currently undergoing changes. Initially shopping conventionally switched to shopping online. To meet the needs of the community, the marketplace is an option to meet daily needs.  Marketplace is an online-based business platform that involves good transactions between related parties. Various determining factors in encouraging consumers to determine purchase intent on a marketplace various determining factor in encouraging consumers to determine purchase intent on a marketplace. The purpose of creating a marketplace is to provide facilities in the form of business interaction and collaboration on online platforms. The purpose of this study is to test the influence of functional value, social value, emotional value, brand awareness on purchase intention in a marketplace. The research was conducted by involving people in the Jabodetabek area who had made transactions on a marketplace. The sampling technique used in the study was non-probability sampling with convenience sampling technique. The sample size involved 122 respondents. Research data were obtained by distributing questionnaires through Google-Form. The analysis technique uses the SEM program SmartPLS 4.0. The results showed that functional value has a positive and significant influence on purchase intention.  Social value has a positive but not significant influence on purchase intention.  Emotional value has a positive but not significant influence on purchase intention.  Brand awareness has a positive and significant influence on purchase intention. The results of the study are expected to make consideration of a marketplace to increase functional value and brand awareness because this can affect people's purchase intentions.