Analysis of E-Commerce Purchase Patterns Using Big Data: An Integrative Approach to Understanding Consumer Behavior

Abstract

This research undertakes a meticulous examination of the Indonesian e-commerce industry, aiming to unravel the intricate patterns governing consumer behavior within this rapidly evolving digital landscape. Employing an extensive dataset and cutting-edge data analysis methodologies, this study discerns pivotal trends that have engendered transformative shifts in Indonesia's e-commerce sector. A conspicuous trend uncovered is the escalating reliance on instant messaging platforms and social media conduits for e-commerce transactions. This pronounced transition underscores the remarkable adaptability of businesses to the digital milieu, thereby accentuating the significance of a digitally oriented business paradigm. Furthermore, this research brings to light the prevailing predilection among non-formal e-commerce enterprises, whose revenues predominantly dwell below the IDR 300 million threshold. Notably, the Cash on Delivery (COD) method remains the preeminent payment mechanism. These observations illuminate the structural underpinnings of the market and consumer payment proclivities, thereby exerting a discernible influence on pricing strategies and payment processing mechanisms adopted by enterprises. Moreover, the study delves into the transformative effects of the COVID-19 pandemic, which have expedited the digital metamorphosis of both consumers and e-commerce enterprises. This acceleration has ushered in a new epoch characterized by novel opportunities and concomitant challenges within the e-commerce domain. In summation, this research furnishes a multidimensional and academically rigorous perspective on the Indonesian e-commerce landscape, furnishing actionable insights indispensable for businesses and policymakers alike. The comprehension of these evolving trends is indispensable for strategic formulation and policy calibration, enabling adept navigation of the dynamic e-commerce milieu.