Millennials Purchase Decision in Digital Marketplace During the COVID-19 Pandemic

Abstract

The expansion of online shopping actions has also grown considerably alongside the advancement of the internet, transforming several direct transaction activities. This concept is in line with the current pandemic circumstance where there are restrictions of going outside in crowded places, thus, digital marketplace became an alternative for individuals to fulfil their needs. As a result, many of the digital marketplace or e-commerce compete with each other in fulfilling the needs of customers. Thereby, this study aimed to investigate the elements which may affect the buying decisions in the Marketplace through the customer satisfaction as the intervening variable. This study employs non-probability with purposive sampling, focused on the millennials customers who ever ordered in Marketplace at least one time in the COVID-19 condition. The number of samples gained in this study are 165 participants which equally involved in responding the questionnaire. The approach used this study is variance-based Structural Equation Modeling (SEM) evaluation, specifically Partial Least Square (PLS), for the ten proposed hypotheses, there are two denied hypotheses obtained from data analysis assessed through smartPLS 3.0, which refused the hypothesis 1, ease of use on purchase decision, and hypothesis 2, sales promotion on purchase decision, since each of them generated a t-value under 1,96. Meanwhile, the eight other hypotheses supports this study, which generated t-value above 1.96.