Online consumer behavior on using social media on E-commerce, based on the AISAS model approach. Case study; Bukalapak, Tokopedia and Blili.com

Abstract

The development of the technology industry also enhances online marketing strategies. It shapes consumer behavior. To measure consumer behavior online, the AISAS model can be used. This model was developed to measure online consumers in the marketplace Bukalapak, Tokopedia and Blibli.com. This study used 100 online consumer respondents as a sample, from the amount that cannot be identified. Data collected by online questionnaires. This research tested by quantitative methods with SEM-PLS analysis. The results of hypothesis testing indicate that 3 of 8 hypotheses were rejected. Relationship of attention to interests, interest in search, search for actions, actions towards shares and the search for positive and significant sharing. Whereas the relationship of attention to actions, interest in actions, and attention to shares don’t affect positively and significantly. Further research also needs to consider other variables that can influence online consumer behavior, such as gender control, education level, age, income level, etc. These research model enriches the concept of consumer behavior in marketing, especially in online media. These results indicate that consumers in their behavior on social media, especially online media, have special characteristics. This paper contributes scholars by examining the AISAS model and how it relates to online consumer behavior.