Factor Influence Indonesian Customer Purchase Intention Towards Cross Border Seller in Indonesia E-Commerce Platform

This study aims to determine the factors impacting Indonesian customers' purchasing intentions toward cross-border vendors in Indonesia's e-commerce platform. This research was distributed in JABODETABEK (Jakarta, Bogor, Depok, Tangerang, and Bekasi) with quantitative data resulting from online questionnaires distributed to 124 respondents who had purchased a product from a cross-border seller in Indonesia's e-commerce platform with purposive sampling. Data collection was conducted using a closed-ended questionnaire with five variables (trust, reputation, perceived value, and competitive price toward customer purchase intention) and was processed using SEM (Structural Equation Modelling) with SmartPLS3 software. The results obtained indicated that Indonesian customer purchase intention is positively affected by price. Meanwhile, reputation, perceived value, and trust negatively influence Indonesian consumers' purchase intentions.