E-Commerce in the City: Investigating the Motives, Attitudes and Online Shopping Intentions of Indonesia’s Young Urban Shoppers

Santi Rimadias

doi:10.59890/ijaeam.v3i4.47

Authors

Santi Rimadias STIE Indonesia Banking School

DOI:

https://doi.org/10.59890/ijaeam.v3i4.47

Keywords:

Hedonic Motive, Simplicity Motive, Attitude, Online Shopping Intention, Young Urban Shoppers, E-Commerce

Abstract

This study aims to investigate the motives, attitudes and online shopping intentions among Indonesia's young urban shoppers. Using a quantitative approach with the PLS-SEM method, data were collected from 342 respondents aged 15–24 years who lived in urban locations with developing infrastructure and technology and had access to education in college and social media. Data collection lasted for six months, from September 2024 to February 2025, using an online survey. The results of the study show that simplicity motive is proven to have a major role in positively influencing attitudes towards online shopping, thus having implications for online shopping intention. The results of the study also revealed that hedonic motive has been proven to have a positive effect on attitude towards online shopping. Furthermore, attitude towards online shopping has been proven to have a positive effect on online shopping intention. These findings highlight the importance of emotional elements and ease in shaping the online shopping attitudes and intentions of young urban consumers. This research makes a practical contribution to the development of more effective digital marketing strategies in the ever-evolving era of E-commerce

References

Aghion, P., Gravoueille, M., Lequien, M., & Stantcheva, S. (2024). Tax Simplicity or Simplicity of Evasion ? Centre for Economic Performance, 1, 1–74.

Albashrawi, M. (2021). Intention to Adopt E-Commerce: A Comparative Review Across Developed and Developing Economies. The African Journal of Information Systems, 13(1), 6.

Dante M. Pirouz. (2006). An Overview of Partial Least Squares. In The Paul Merage School of Business (Vol. 23529, Issue 2).

Databoks. (2024). Jumlah Pengunjung Situs E-Commerce Indonesia Agustus 2024. Databoks Katadata.

Dewi, N., Sudrajat, A., Chairunnisa, G., Assyifa, S. N., Wulandari, N., & Rimadias, S. (2024). Stream to Shop: Perilaku Belanja Gen Z Pada Social Commerce dan Apa Yang Paling Memikat Mereka. Jurnal Manajemen Dan Pemasaran Digital, 2(3), 257–272.

Dharmesti, M., Dharmesti, T. R. S., Kuhne, S., & Thaichon, P. (2019). Understanding online shopping behaviours and purchase intentions amongst millennials. Young Consumers, 22(1), 152–167.

Gedmontaitė, P. (2024). Impact of country’s and store’s image on a selection of an online store in cross-border shopping. MASTER THESIS.

GoodStats. (2024). 10 Negara yang Paling Sering Belanja Online, Ada Indonesia. GoodStats.

Gunawan, C. M., Rahmania, L., & Kenang, I. H. (2023). the Influence of Social Influence and Peer Influence on Intention To Purchase in E-Commerce. Review of Management and Entrepreneurship, 7(1), 61–84.

Haenlein, M., & Kaplan, A. M. (2004). A Beginner’s Guide to Partial Least Squares Analysis. Understanding Statistics, 3(4), 283–297.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.

Haque, M. G., Rimadias, S., & Ernaningsih, I. (2023). From flexing to community engagement and repurchase intention: An Indonesian Muslimah luxury brand approach. Jurnal Manajemen Dan Pemasaran Jasa, 16(2), 253–270.

He, W., & Jin, C. (2024). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. In Electronic Commerce Research (Vol. 24, Issue 2). Springer US.

Hebbar, S., Kamath, G. B., Mathew, A. O., & Kamath, V. (2020). Attitude towards online shopping and its influence on purchase intentions: An urban Indian perspective. International Journal of Business Innovation and Research, 22(3), 326–341.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405–431.

Ingham, J., Cadieux, J., & Mekki Berrada, A. (2020). Gen Z Consumers’ Online Shopping Motives, Attitude, and Shopping Intention. HUMAN BEHAVIOR, DEVELOPMENT and SOCIETY, 21(2), 7-16–17–16.

Karpagam, S., & Rajakrishnan, V. S. (2022). Consumer Attitude towards Online Shopping. Quing: International Journal of Commerce and Management, 2(1), 1–6.

Luthfi Haiban, M., & Rimadias, S. (2023). Analysis of Factors Forming Attitude towards Brand and Repurchase Intention by Using Brand Ambassadors on the Shopee Online Shopping Platform. Jurnal Ilmu Manajemen & Ekonomika, 15(2), 41–56.

Makhitha, K. M., Ngobeni, K., Management, R., & Sciences, M. (2021). The influence of demographic factors on perceived risks affecting attitude towards online shopping Online shopping in South Africa. South African Journal of Information Management, 23(1), 1–9.

Nations., U. (2024). Who Are the Youth? United Nations.

Pamekas, G., Rimadias, S., & Saad, B. (2019). Determinan Faktor Impulse Buying Platform E-Commerce Determinant Factor Of Impulse Buying E-Commerce Platform. Jurnal Manajemen Dan Perbankan, 6(1), 40–52.

Patel, A. K., Singh, A., Rana, N. P., Parayitam, S., Dwivedi, Y. K., & Dutot, V. (2023). Assessing customers’ attitude towards online apparel shopping: A three-way interaction model. Journal of Business Research, 164, 1–51.

Purnama, B. E. (2025). Survei: 62 Persen Gen Z Pilih Belanja via Live Shopping. Media Indonesia.

Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty onTourism Sector in Indonesia. The Winners, 22(2), 173–182.

Riyanto, G. P., & Pertiwi, W. K. (2024). Bisnis E-commerce Indonesia 2024 Tembus Rp 1.026 Triliun,. Kompas.Com.

Salinero, Y., Prayag, G., Gómez-Rico, M., & Molina-Collado, A. (2022). Generation Z and pro-sustainable tourism behaviors: internal and external drivers. Journal of Sustainable Tourism, 0(0), 1–20.

Syamsury, H., & Klarifikasi, B. (2025). Live Shopping di Media Sosial : Tren Baru Belanja Anak Muda , Praktis dan Seru ! Analisadaily.

Tran, V. D., & Nguyen, T. D. (2022). The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam. Cogent Psychology, 9(1).

Traymbak, S., Misra, S., & Jonathan, O. (2022). Motivations and Social Media Influencing Online Purchase Intention in India. International Journal of E-Business Research, 18(1), 1–16.

Tunsakul, K. (2020). Gen Z Consumers’ Online Shopping Motives, Attitude, and Shopping Intention. HUMAN BEHAVIOR, DEVELOPMENT and SOCIETY, 21(2), 35–36.

Turhan, G. (2022). Motives in Online Shopping through Digital Platforms in Textile: Risk Perception and Purchase Intention. Fibres and Textiles in Eastern Europe, 30(5), 1–7.

Usman, M. U., & Kumar, P. (2021). Factors Influencing Consumer Intention to Shop Online in Nigeria: A Conceptual Study. Vision, 25(4), 407–414.

Wibowo, P., & Rimadias, S. (2022). Perilaku Penggunaan “Qris Bri Brimo” Pada Pedagang Sebagai Alat Transaksi Pembayaran Digital. Ultima Management : Jurnal Ilmu Manajemen, 14(2), 236–257.