FAKTOR-FAKTOR YANG MEMENGARUHI PEMBELI ONLINE DI INDONESIA

Nowadays, technology grows rapidly in Indonesia. One of the technology utilization is online shopping (e-commerce). E-commerce can provide benefits if it is implemented properly and supported by government regulations. The development of e-commerce is strongly influenced by the number of customers, but the percentage of Indonesians buying online is only 3.18%. This research discusses the influencing factors of online customers in Indonesia by using cross-section data (provinces in Indonesia in 2017). It uses the path analysis method to find the direct and indirect effect of the percentage of internet users per total population, income per capita, and educational attainment to the percentage of online consumers. The percentage of internet users has a direct effect on the percentage of online consumers. Income per capita and educational attainment have an indirect effect on the percentage of online consumers. To increase the percentage of online customers in Indonesia, the government needs to increase the budget on communication infrastructure, education, and human resources.