Customer Indecisiveness pada E-Commerce Indonesia: Peran Price Sensitivity, Product Involvement, Risk, dan Social Inference

Agung Stefanus Kembau, Jovannia Grisella Eka Putri, Reynard Justino Nehemia Makarawung

Abstract


Rasio konversi menjadi nadi keberlangsungan e-commerce, namun di Indonesia lebih dari dua pertiga transaksi berhenti di keranjang karena keragu-raguan pelanggan (customer indecisiveness). Studi ini menguji determinan utama indecisiveness dengan memadukan perspektif willingness-to-pay range, risiko transaksi, keterlibatan produk, dan bukti sosial. Empat variabel prediktor—Price Sensitivity, Perceived Product Popularity, Product Involvement, dan Perceived Uncertainty—serta satu variabel moderasi Social Inference diestimasi melalui Partial Least Squares Structural Equation Modeling pada 348 pengguna aktif marketplace nasional. Hasil menunjukkan model menjelaskan 57 % variansi indecisiveness. Perceived Uncertainty (β = 0,34) dan Product Involvement (β = 0,29) secara signifikan meningkatkan keraguan, diikuti Price Sensitivity (β = 0,23). Sebaliknya, Perceived Product Popularity menurunkan indecisiveness (β = −0,18), dan efek ini diperkuat oleh Social Inference (β = −0,12). Temuan menegaskan pentingnya strategi mitigasi risiko, orkestrasi bukti sosial, dan personalisasi harga untuk mengubah keraguan menjadi keputusan pembelian. Studi ini memperluas literatur perilaku konsumen digital di pasar berkembang dan menawarkan peta aksi praktis bagi pelaku e-commerce Indonesia.

Keywords


Customer Indecisiveness; E-Commerce Indonesia; Price Sensitivity; Social Inference; PLS-SEM

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References


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DOI: https://doi.org/10.17509/ijdb.v5i2.86161

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