Nu alam, Inggang Pe wangsa; Yudiono, Nu ; Fahmi, Muhamad Robi h Alil; Yuliaji,
Eliana Sandy; Hidaya , Tau ic
A icle
Pe cei ed ease o use, pe cei ed use ulness, and cus ome sa is ac ion
as d i ing ac o s on epu chase in en ion: he pe spec i e o he e-
comme ce ma ke in Indonesia
Cogen Business & Managemen
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Sugges ed Ci a ion: Nu alam, Inggang Pe wangsa; Yudiono, Nu ; Fahmi, Muhamad Robi h Alil;
Yuliaji, Eliana Sandy; Hidaya , Tau ic (2024) : Pe cei ed ease o use, pe cei ed use ulness, and
cus ome sa is ac ion as d i ing ac o s on epu chase in en ion: he pe spec i e o he e-comme ce
ma ke in Indonesia, Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon,
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Pe cei ed ease o use, pe cei ed use ulness,
and cus ome sa is ac ion as d i ing ac o s on
epu chase in en ion: he pe spec i e o he e-
comme ce ma ke in Indonesia
Inggang Pe wangsa Nu alam, Nu Yudiono, Muhamad Robi h Alil Fahmi,
Eliana Sandy Yuliaji & Taufic Hidaya
To ci e his a icle: Inggang Pe wangsa Nu alam, Nu Yudiono, Muhamad Robi h Alil Fahmi,
Eliana Sandy Yuliaji & Taufic Hidaya (2024) Pe cei ed ease o use, pe cei ed use ulness,
and cus ome sa is ac ion as d i ing ac o s on epu chase in en ion: he pe spec i e o
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2024, VoL. 11, no. 1, 2413376
Pe cei ed ease o use, pe cei ed use ulness, and cus ome
sa is ac ion as d i ing ac o s on epu chase in en ion: he
pe spec i e o he e-comme ce ma ke in Indonesia
inggang Pe wangsa nu alama , nu Yudionob , Muhamad obi h alil Fahmic ,
eliana sandy Yuliajic and au ic hidaya d
aDepa men o Business adminis a ion, B awijaya uni e si y, Malang, indonesia; bFacul y o Voca ional, B awijaya uni e si y,
Malang, indonesia; cMas e o Business adminis a ion P og am, B awijaya uni e si y, Malang, indonesia; ds uden o Business
adminis a ion P og am, B awijaya uni e si y, Malang, indonesia
ABSTRACT
his esea ch aims o in es iga e aM as a heo e ical amewo k o explaining cus ome
beha io in online pu chases h ough e-comme ce, wi h cus ome sa is ac ion se ing
as a media ing a iable owa ds epu chase in en ion. a quan i a i e app oach was
employed, u ilizing s a is ical analysis as a esea ch ool, wi h Pa ial leas squa es
s uc u al equa ion Modeling (Pls-seM) employed o es he ou e and inne model
ou pu s. Fu he mo e, a ques ionnai e was u ilized as he esea ch ins umen dis ibu ed
o 400 esponden s who me he esea ch c i e ia, wi h 300 alid ques ionnai es used
o analysis. he indings o his esea ch indica e ha pe cei ed ease o use and
pe cei ed use ulness signi ican ly in luence cus ome sa is ac ion, albei no di ec ly
impac ing epu chase in en ion signi ican ly. howe e , cus ome sa is ac ion signi ican ly
and di ec ly a ec s epu chase in en ion. On ano he no e, cus ome sa is ac ion
exhibi s ull media ion e ec s in luencing he ela ionship be ween pe cei ed ease o
use and pe cei ed use ulness owa ds epu chase in en ion. in his ega d, his s udy
acknowledges he aM model as a heo e ical lens conce ning consume beha io in
he con ex o echnology adop ion o online shopping, pa icula ly wi hin he domain
o e-comme ce pla o ms in indonesia.
1. In oduc ion
he g ow h o echnology usage, ma ked by he ad en o he in e ne and digi aliza ion, has acili a ed
use s in accessing a ious needs in eg a ed wi h in o ma ion sys ems. he eme gence o elec onic com-
me ce (e-comme ce) has e olu ionized ade and ope a ions globally, g adually e ol ing ading models
o e he pas decade (chang e al., 2016; Mou e al., 2020). e-comme ce is he esul o signi ican ech-
nological ad ancemen s in he global ading indus y, leading o an exponen ial g ow h in he numbe
o online s o es (khodadadi e al., 2016; singh & söde lund, 2020). he We a e social epo (2024)
indica es ha shopping anks ou h, wi h less han h ee-qua e s o all in e ne use s engaged in some
o m o e-comme ce ac i i y each mon h. Fu he mo e, he p ima y eason o in e ne usage in shop-
ping ac i i ies ega ding esea ching p oduc s and b ands accoun s o 43.7% o he o al indi idual
in e ne use s wo ldwide. Mo eo e , among in e ne use s in indonesia, 81% engage in ac i i ies ela ed
o op ypes o websi es isi ed and apps used o shopping. addi ionally, online p oduc o se ice
pu chases in indonesia accoun o 59.3%, and o de ing g oce ies ia an online s o e comp ises 34.4%.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT inggang Pe wangsa nu alam ing.nu [email p o ec ed] Depa men o Business adminis a ion, B awijaya uni e si y, Malang,
indonesia
P esen a ilia ion o nu Yudiono: Depa men o en ep eneu ship Business C ea ion, Binus Business
school, Malang, indonesia.
h ps://doi.o g/10.1080/23311975.2024.2413376
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 21 June 2024
e ised 12 sep embe
2024
accep ed 2 Oc obe 2024
KEYWORDS
aM; pe cei ed ease o
use; pe cei ed use ulness;
cus ome sa is ac ion;
epu chase in en ion
SUBJECTS
Ma ke ing; consume
Beha iou ; Business,
Managemen and
accoun ing;
2 i. P. nU alaM e al.
Deloi e indonesia Pe spec i es (Deloi e, 2021) also epo s ha he e-comme ce ma ke po en ial in
indonesia, compa ed o o he asean coun ies, is he la ges , eaching almos 50% o he o e all ma ke .
hus, he g ow h o he e-comme ce ma ke in indonesia signi ies a shi in consume beha io om
o line o online shopping. in line wi h c a en e al. (2020), who highligh he shi in consume beha io
adop ing e-comme ce beginning in he e a o he cOViD-19 pandemic, whe e cus ome s ac i ely a oid
o line shopping due o social dis ancing measu es, esul ing in an inc eased shi in ma ke beha io
owa ds online shopping. he e o e, ansac ions in e-comme ce ac i i ies in indonesia, whe he h ough
applica ions o websi es, indica e accep ance ha can be in es iga ed h ough he echnology accep ance
Model ( aM).
aM also cons i u es a heo y conce ning indi idual ac ions and pe cep ions ega ding a subjec in
de e mining a i udes and in e es s in beha io (li e al., 2017). acco ding o g oß (2015), many esea ch-
e s ha e u ilized aM o p edic echnology usage. al hough aM ini ially eme ged as a heo y o in es-
iga e ma e s ela ed o echnology adop ion, based on cu en de elopmen s, aM has become he
p ima y e e ence amewo k o esea ching echnology usage comp ehensi ely. Fo ins ance, in he
con ex o online shopping beha io using he in e ne and in eg a ed in o applica ions o websi es as
echnological en i onmen s, aM has been employed o p edic epu chase in en ion (hube e al.,
2017; i edi & Yada , 2018). aM elucida es ha he e a e wo main ac o s in luencing he use o in o -
ma ion echnology sys ems: pe cei ed use ulness and pe cei ed ease o use (Da is, 1989; Venka esh &
Da is, 1996). Pe cei ed use ulness, as he pe cep ion o use ulness, explains ha use accep ance a i-
udes owa d in o ma ion echnology sys ems a e c ucial (chang & chen, 2021; hube e al., 2017). On
he o he hand, pe cei ed ease o use pe ains o he com o ac o o he sys em in e ace’s complexi y
and he ex en o which echnology usage should be e o less and easy (Venka esh & Da is, 2000). in
his ega d, se e al s udies ha e highligh ed ha pe cei ed use ulness and pe cei ed ease o use a e
signi ican p edic o s o beha io al in en ion (chang & chen, 2021; li e al., 2017; nguyen hi e al.,
2022). Mo eo e , hamid e al. (2016) emphasize ha consume s wi h high con idence in he ease o
pu chasing a p oduc and he echnology’s e icien and e ec i e use ulness a e mo e likely o ha e an
in en ion o epu chase he p oduc .
howe e , in discussing consume beha io o o m ( e)pu chase in en ion, cus ome sa is ac ion
becomes he emo ional esponse o consume s o a p e ious pu chasing expe ience (ha, 2012). hus,
cus ome sa is ac ion is a s ong p edic o de e mining whe he consume s will make a epea pu chase
o no (B usch e al., 2019). Fu he mo e, cus ome expe ience in online pu chasing ansac ions in lu-
ences he psychological aspec o cus ome s, which also a ec s cus ome sa is ac ion (ash aq e al.,
2019). he e o e, in e-cus ome beha io li e a u e, epu chase in en ion is indica ed as he ou come o
shopping beha io ha emphasizes he impo ance o cus ome expe ience and sa is ac ion (khodadadi
e al., 2016). B usch e al. (2019) a gue ha cus ome s sa is ied wi h online pu chases a e mo e inclined
o in end o epu chase. Mo eo e , exis ing esea ch in he li e a u e seeks o measu e he ac o s con-
olling cus ome s’ in en ion o epu chase in e-comme ce, such as pe cei ed ease o use, pe cei ed use-
ulness, and cus ome sa is ac ion (ash aq e al., 2019; chang & chen, 2021; Mo okeng, 2021; i edi &
Yada , 2018). no ably, c ea ing and main aining cus ome sa is ac ion h ough he p e iously indica ed
ac o s is a necessa y s a egy o de eloping cus ome sa is ac ion, as emphasized by Mo okeng (2021)
and Vasic e al. (2019).
he e o e, his s udy ocuses on iden i ying de e minan s in he g ow h o he e-comme ce ma ke ,
which con inues o h i e in de eloping coun ies such as indonesia, e en being he la ges e-comme ce
ma ke in asean. he esea ch aims o in es iga e aM as a heo e ical amewo k o explaining cus-
ome beha io in online pu chases h ough e-comme ce, wi h cus ome sa is ac ion se ing as a medi-
a ing a iable owa ds epu chase in en ion. al hough saoula e al. (2023) ha e comp ehensi ely discussed
he d i e s and ba ie s o online cus ome e en ion using he uses and g a i ica ion heo y, hei ocus
is mo e on cus ome engagemen and mo i a ion, which comp ise websi e design, eliabili y, and pe -
cei ed ease o use. howe e , se e al p e ious s udies ha e highligh ed ha he mos signi ican ac o
d i ing epu chase in en ion is con olling psychological ac o s (lăză oiu e al., 2020; Mawa di e al.,
2024; Ven e & kolbe, 2020). Fu he mo e, lăză oiu e al. (2020), Ven e and kolbe (2020), and Wei e al.
(2018) in hei esea ch e iewed aM as a undamen al heo y ha can explo e cus ome beha io in
online pu chases. hence, his s udy ocuses on psychological ac o s ela ed o e-comme ce adop ion
cOgen BUsiness & ManageMen 3
include consume s’ pe cei ed use ulness and ease o use o he pla o m, as g ounded in he aM.
Pe cei ed use ulness e lec s he ex en o which consume s belie e ha using he e-comme ce pla o m
will enhance hei shopping e iciency (Da is, 1989). Meanwhile, ease o use e e s o how simple and
use - iendly consume s ind he pla o m o ope a e (Da is, 1989). hese ac o s signi ican ly in luence
cus ome sa is ac ion, as pla o ms pe cei ed as bo h use ul and easy o use a e likely o p o ide a mo e
posi i e shopping expe ience (saoula e al., 2023; i edi & Yada , 2018). his posi i e expe ience, in u n,
enhances consume s’ in en ion o epu chase. he e o e, unde s anding and op imizing hese psycholog-
ical ac o s can help e-comme ce pla o ms e ain cus ome s and os e long- e m loyal y.
Despi e his, a ious s udies ha e a ely discussed he cha ac e is ics o eme ging ma ke s, which, as
explained by Ven e and kolbe (2020), di e signi ican ly in e ms o ma ke cha ac e is ics and beha -
io al aspec s. Fu he mo e, in o ma ion asymme y o en poses a challenge ha can in luence he
decision-making p ocess in pu chasing p oduc s (Ven e & kolbe, 2020). as an eme ging ma ke ,
indonesia has expe ienced signi ican g ow h in he e-comme ce sec o . acco ding o he global ecom-
me ce Ma ke epo 2024, indonesia is p edic ed o become he coun y wi h he highes e-comme ce
g ow h globally, eaching 30.5%, which is h ee imes he global a e age g ow h a e o 10.4% in 2024.
howe e , he eme gence o ik ok comme ce, which combines social and shopping elemen s, has dis-
up ed he dynamics o he e-comme ce ma ke in indonesia. his pla o m o e s speci ic ea u es,
menus, and acili ies ha enable me chan s o display p oduc and se ice o e ings, as well as in o -
ma ion and s anda diza ion o goods, he eby dis u bing domes ic ma ke condi ions. in esponse, he
indonesian go e nmen , h ough he Minis y o ade, has issued ade egula ions (e.g. no. 31/2023)
a ge ing s-comme ce o c ea e a s uc u ed and con ollable ma ke dynamic. in his con ex , his
s udy se es as a mini-e alua ion o add ess speci ic issues ela ed o consume beha io in indonesia.
in addi ion, his s udy highligh s he ex en o which he aM amewo k emains ele an as a de e -
minan o cus ome beha io in ( e)pu chasing p oduc s online h ough e-comme ce pla o ms. al hough
Ven e and kolbe (2020) implici ly discussed cus ome beha io cha ac e is ics in eme ging ma ke s,
hei ocus was on con olling us and pe cei ed isk owa d pu chase in en ion. Meanwhile, singh
e al. (2018) in es iga ed pu chase in en ion and ac ual usage beha io in online pu chases o elec onic
and ashion p oduc s. he e o e, his s udy, in add essing his gap, in es iga es he de e minan s d i ing
cus ome sa is ac ion and epu chase in en ion in he con ex o online pu chases, pa icula ly in
indonesia, an eme ging ma ke .
2. Li e a u e e iew and hypo heses de elopmen
2.1. Technology accep ance model (TAM)
aM has been ex ensi ely discussed in a ious li e a u e ela ed o cus ome beha io in online shopping
ansac ions (g oß, 2015; nguyen hi e al., 2022). Online shopping beha io u ilizes digi al echnology
pla o ms as he en i onmen o making pu chasing decisions, hus aM has been ex ensi ely manda ed
o p edic such cus ome beha io (ash aq e al., 2019; i edi & Yada , 2018). he e o e, aM se es as
a s ong heo e ical ounda ion o connec ing belie s wi h beha io o e all, wi h a ious p e ious s udies
also using aM o po en ial echnology adop ion analysis in a ious con ex s, such as cons uc ing p e-
dic ions o online shopping beha io (hube e al., 2017). in his ega d, online shopping wi hin he
con ex ual alue in ma ke ing li e a u e becomes a pa icula bene i p o iding con en consis ing o
se ices and in o ma ion aimed a cus ome s and allowing di ec in e ac ion wi h cus ome s ( ong, 2010).
Fu he mo e, i is assumed ha ma ke ing and i s con ex ual alue a e bene icial o cus ome s, ep e-
sen ed by he p o ision o p oduc s and se ices cen e ed on cus ome needs (nguyen hi e al., 2022;
ong, 2010). he e o e, in he cons uc ion o aM, i is explained ha cus ome s in adop ing digi al
echnology o online shopping pu poses a e d i en by ac o s o pe cei ed use ulness and pe cei ed
ease o use, as e idenced in p e ious s udies discussing bo h in ela ion o epu chase in en ion (ash aq
e al., 2019; i edi & Yada , 2018; 2020).
Fu he mo e, in he s udy by hube e al. (2017), aM has also been demons a ed as a pa o he
model cons uc ion ha de e mines and shapes cus ome beha io al in en ions. he de e mina ion p o en
by hube e al. (2017) is u he elucida ed by i edi and Yada (2018, 2020) in p edic ing epu chase
4 i. P. nU alaM e al.
in en ion, showing signi ican esul s. Mo eo e , li e al. (2017) ha e expanded aM in i s cons uc ion o
ind e ec i e ools o unde s anding ma ke ing li e a u e, pa icula ly how echnology accep ance is u i-
lized by cus ome s o online shopping ansac ions. aM, as one o he ounda ional heo ies o beha io
ocusing on echnology accep ance, has e ol ed om basic beha io al heo ies such as he heo y o
easoned ac ion ( a) and he heo y o Planned Beha io ( PB) (ajzen & Fishbein, 1972, 2000). iden i ying
cus ome beha io in ma ke ing s udies has been p edic ed due o changes in he business en i onmen
ansi ioning o e-comme ce, which is based on in o ma ion exchange and needs wi hin a single pla o m.
his makes e-comme ce a pa o e-business ha shapes pu chasing ac ions and online ansac ions
h ough he adop ion o digi al echnology (ali & Bhasin, 2019; ash aq e al., 2019; i edi & Yada , 2018,
2020). hus, aM can p o ide a s ong ounda ional heo e ical basis o explaining beha io s in he con ex
o e-business and ma ke ing, pa icula ly in online pu chasing beha io .
gi en he e ol ing na u e o digi al echnology and i s inc easing in eg a ion in o e e yday li e, i is essen ial
o assess whe he aM emains ele an o measu ing beha io al in en ion. aM’s s eng h lies in i s abili y o
explain he ac o s ha in luence use s’ decisions o accep and use echnology (Da is, 1989). howe e , wi h
he inc easing ubiqui y o echnology and i s pene a ion in o a ious aspec s o li e, i is no longe su icien
o ocus solely on beha io al in en ion (li e al., 2017; i edi & Yada , 2020). he e is a g owing need o unde -
s and beha io al ac ion—how use s ansi ion om in en ion o ac ual use and epea ed engagemen wi h
e-comme ce pla o ms. his shi in ocus is pa icula ly impo an as mo e use s a e al eady amilia wi h digi al
echnologies. he e o e, i is c ucial o ex end he applica ion o aM o measu e no only he ini ial in en ion
o use echnology bu also o in es iga e he beha io al ac ions ha ollow, such as con inued use (saoula
e al., 2023), epu chase in en ion (nguyen hi e al., 2022), and o e all cus ome sa is ac ion in he online
pu chasing p ocess.
2.2. Pe cei ed ease o use on cus ome sa is ac ion
i is c ucial o u he explo e he heo e ical ounda ions and empi ical suppo o he ole o pe cei ed
ease o use in online shopping o gain a mo e ho ough unde s anding. he idea o pe cei ed ease o
use in he echnology accep ance Model by Da is (1989) sugges s ha people a e mo e inclined o
adop and pe sis in using a echnology i hey belie e i equi es minimal e o . in he ealm o online
shopping, his idea is especially signi ican since he le el o in icacy o ease o use o an e-comme ce
si e has a di ec impac on how consume s beha io .
chen (2012) and chiu e al. (2009) highligh ha he pe cei ed ease o use in online shopping goes
beyond he pla o m’s unc ionali y o include he o e all use expe ience, including na iga ion simplici y,
in e ace in ui i eness, and ansac ion p ocess e iciency. oge he , hese ac o s dec ease men al s ain,
leading o a mo e pleasan and less p essu e- illed shopping expe ience, ul ima ely boos ing consume
happiness. addi ionally, ash aq e al. (2019) disco e ed ha an easily na igable pla o m layou g ea ly
enhances he online shopping expe ience by dec easing he ime and ene gy needed o inalize pu -
chases. his is in line wi h he esul s o hube e al. (2017), who sugges ha he pe cep ion o ease
o use can gene a e posi i e an icipa ions o con enience, esul ing in highe sa is ac ion wi h he online
shopping p ocess. his co ela ion aligns wi h he aM model, whe e he simplici y o using echnology
plays a i al ole in use sa is ac ion and ongoing usage.
howe e , he e is no consensus on he ex en o which pe cei ed ease o use a ec s cus ome sa is ac ion.
amin e al. (2014) and chen (2012) suppo he impo ance o use - iendly design in boos ing cus ome sa -
is ac ion, while ash aq e al. (2019) disco e ed no signi ican impac . his di e ence could be caused by a ia-
ions in he esea ch en i onmen , pa icipan g oups, o he pa icula ease o use ac o s being e alua ed.
ecen esea ch, like he wo k done by Miao e al. (2022) and kaya e al. (2019), has del ed deepe in o his
idea by in es iga ing how web design quali y a ec s pe cei ed ease o use. hei esul s sugges ha e ec i e
e-comme ce pla o ms wi h easy na iga ion, a ac i e design, and e icien unc ionali y g ea ly imp o e cus-
ome sa is ac ion. hese s udies emphasize how online shopping en i onmen s a e cons an ly changing, wi h
con enience now in luenced by imp o emen s in web design and echnology. Based on a ious indings om
p e ious li e a u e esea ch, he esea ch hypo heses a e as ollows:
h1: Pe cei ed ease o use posi i ely and signi ican ly in luences on cus ome sa is ac ion
cOgen BUsiness & ManageMen 5
2.3. Pe cei ed use ulness on cus ome sa is ac ion
enhancing cus ome sa is ac ion and loyal y con inues o be a majo obs acle o online e aile s and
se ice p o ide s as s a ed by sheng and liu (2010). in o de o ackle his di icul y, i is essen ial o
companies o ocus on comp ehending and ul illing cus ome equi emen s ( ü kyilmaz & Özkan, 2007).
in he echnology accep ance Model ( aM), pe cei ed use ulness and pe cei ed ease o use a e pi o al
elemen s ha in luence use opinions abou echnology, acco ding o Da is (1989). Pe cei ed use ulness
is he belie ha u ilizing a speci ic sys em will imp o e pe o mance, whe eas pe cei ed ease o use is
how much e o a use pe cei es will be equi ed when using he sys em (Da is, 1989; hube e al., 2017).
nume ous s udies ha e es ablished ha pe cei ed use ulness plays a c ucial ole in shaping cus ome
a i udes and beha io s, such as echnology accep ance and con en men (De lo e al., 2013; hess e al.,
2014; Ma ins e al., 2014; Mo osan, 2012). Pe cei ed use ulness is acknowledged as a c ucial ac o in
he adop ion o echnology, ied di ec ly o he p ac ical alue i o e s o use s ( e els e al., 2010).
s udies ha e shown ha bo h pe cei ed use ulness and cus ome sa is ac ion s ongly in luence cus om-
e s’ decisions o keep using echnology, unde sco ing i s u ili a ian alue (Zhao & cao, 2012).
aman e al. (2013) highligh he signi icance o pe cei ed use ulness in in luencing use sa is ac ion
wi h e-comme ce pla o ms, speci ically in e ms o na iga ion sys ems. likewise, lee and Jun (2007)
disco e ed ha wi hin he ealm o mobile comme ce, cus ome sa is ac ion is signi ican ly impac ed by
pe cei ed use ulness, highligh ing i s signi icance as a c ucial elemen in aM. he e o e, based on he
indings o a ious p e ious s udies, his esea ch designs he ollowing hypo heses:
h2: Pe cei ed use ulness posi i ely and signi ican ly in luences on cus ome sa is ac ion
2.4. Pe cei ed ease o use on epu chase in en ion
in he wo ld o online shopping, he pe cei ed ease o using e-comme ce pla o ms is impo an o
de e mining ini ial echnology accep ance and ongoing use (Da is, 1989). Pe cei ed ease o use desc ibes
he ease wi h which use s can use he echnology, in luencing hei choice o adop and pe sis in i s
use. consis en esea ch indica es ha when use s ind an e-comme ce pla o m easy o na iga e and
use, hey a e mo e likely o pu chase om i again ( i edi & Yada , 2018, 2020). On he o he hand,
use s may be less likely o come back i hey ace challenges ( i edi & Yada , 2020).
Pe cei ed ease o use has an e ec on epu chase decisions and also plays a signi ican ole in he
in en ion o keep using he pla o m (Okumus & Bilgihan, 2014). Pe cei ed ease o use in luences use s’
psychological com o , which in u n impac s hei sa is ac ion and likelihood o epu chase (nguyen hi
e al., 2022; Wen e al., 2011). he o e all shopping expe ience o use s is imp o ed when hey can easily
in e ac wi h an e-comme ce pla o m, inc easing he likelihood o hei e u n (chang & chen, 2021).
in addi ion, he quali y o web design is impo an o imp o ing pe cei ed ease o use. cha ac e is ics
such as con enien paymen me hods, di e se p oduc selec ion, and a s aigh o wa d buying p ocess
help minimize he e o and enhance he con enience o online shopping o use s (hyun e al., 2022;
kaya e al., 2019; Miao e al., 2022). his enhancemen in use sa is ac ion ein o ces hei desi e o pu -
chase again, unde sco ing he signi icance o in ui i e design in building cus ome commi men . Based
on he indings o a ious p e ious s udies, his esea ch designs he ollowing hypo heses:
h3: Pe cei ed ease o use posi i ely and signi ican ly in luences on epu chase in en ion
2.5. Pe cei ed use ulness on epu chase in en ion
he concep o pe cei ed use ulness in he echnology accep ance Model ( aM) is c ucial in in luencing
use s’ in en ions owa ds in o ma ion sys ems, especially in e ms o how echnology imp o es hei e i-
ciency (Da is, 1989; hube e al., 2017; Mo okeng, 2021). in he ealm o online shopping, cus ome s
expec e-comme ce pla o ms o p o ide hem wi h bene i s like ease, e ec i eness, and a wide a ie y
o p oduc s (ash aq e al., 2019; Ven e & kolbe, 2020). s udies consis en ly show ha cus ome s’ in en-
ions o epu chase om e-comme ce pla o ms a e posi i ely in luenced by hei pe cep ion o use ul-
ness. an e-comme ce pla o m ha cus ome s ind use ul is mo e likely o e ain hem, as shown by
6 i. P. nU alaM e al.
saoula e al. (2023). Fu he mo e, he pleasu e gained om shopping online, ca ego ized as a hedonic
ac o , also inc eases he likelihood o cus ome s in ending o make u u e pu chases, as hey link he
pla o m wi h a sa is ying shopping expe ience (shang & Bao, 2022; Wen e al., 2011).
he idea o pe cei ed use ulness is closely connec ed o cus ome s being ully awa e o he bene i s
p o ided by he pla o m. acco ding o chiu e al. (2009), when consume s ha e a clea unde s anding
o he bene i s, hey ecei e om using an online shopping pla o m, hei likelihood o make epea
pu chases goes up. his shows ha as cus ome s inc easingly see he pla o m’s wo h, hey a e mo e
inclined o come back o u u e ansac ions. in gene al, he link be ween pe cei ed use ulness and
in en ion o epu chase highligh s he need o e-comme ce pla o ms o clea ly communica e and p o-
ide bene i s o use s. ha ing his knowledge is essen ial o p omo ing cus ome s o buy again and
es ablishing las ing loyal y (ash aq e al., 2019; Ven e & kolbe, 2020).
h4: Pe cei ed use ulness posi i ely and signi ican ly in luences on epu chase in en ion
2.6. Cus ome sa is ac ion on epu chase in en ion
acco ding o kol e (2000), cus ome sa is ac ion occu s when cus ome s compa e hei online shopping
expe ience o hei ini ial expec a ions and ha e an emo ional esponse. i he expec ed esul s a e me
o su passed, cus ome s will likely eel sa is ied and be mo e inclined o buy again (abou-shouk & khali a,
2017). Oli e (1980) ein o ces his idea by emphasizing how sa is ac ion di ec ly and indi ec ly a ec s
epu chase in en ion by in luencing cus ome a i udes.
he li e a u e consis en ly highligh s how sa is ac ion plays a i al ole in building and imp o ing
in en ions o epu chase, pa icula ly in he ealm o online shopping. sa is ied cus ome s a e mo e likely
o epu chase and es ablish long- e m ela ionships wi h he company when hei expec a ions a e ul-
illed (ash aq e al., 2019; hsiao e al., 2016). his connec ion is c ucial, as cus ome con en men is a
majo indica o o epea ed pu chases in bo h online and o line si ua ions, acco ding o sai and huang
(2007) and Pa k and hangam (2019).
addi ionally, in oday’s age o echnology, e en wi h he as pace o e-comme ce ad ancemen , cus-
ome sa is ac ion con inues o play a c ucial ole in in luencing epea pu chase decisions. esea ch
conduc ed by i edi and Yada (2018, 2020) and o he schola s ha e demons a ed ha happy cus om-
e s end o come back o he same online shopping si e, leading o an inc ease in epea pu chase
beha io and he de elopmen o s ong cus ome loyal y, as no ed by cha zoglou e al. (2022) and syed
e al. (2021). his indica es ha sa is ac ion impac s no jus immedia e epu chase choices bu also plays
a i al ole in es ablishing endu ing, long-las ing loyal ies o a p oduc o se ice on online pla o ms. as
a esul , happy cus ome s a e less inclined o look o o he op ions, highligh ing he signi icance o
sa is ac ion in shaping pos -pu chase beha io and loyal y in he compe i i e digi al ma ke place.
h5: cus ome sa is ac ion posi i ely and signi ican ly in luences on epu chase in en ion
2.7. Media ing ole o cus ome sa is ac ion
laksana (2008:97) s a es ha cus ome sa is ac ion is based on how cus ome s compa e hei expec a-
ions wi h he ac ual quali y o he p oduc o se ice. Pe cei ed ease o use plays a key ole in de e -
mining sa is ac ion by assessing whe he use s hink u ilizing a echnology o sys em will be e o less
(ajzen & Fishbein, 1980; ouibah e al., 2011). When cus ome s belie e a echnology is simple o use, i
inc eases hei sa is ac ion, ul ima ely bene i ing he company. happy cus ome s a e mo e inclined o
come back and make epea pu chases, along wi h sp eading hei posi i e expe iences o o he s, he eby
g owing he company’s cus ome base ( icha d e al., 2021).
Da is e al. (1989) we e he i s o emphasize he impo ance o pe cei ed ease o use in impac ing
use beha io , showing ha pe cei ed ease o use is essen ial in in luencing use s’ in en ions o adop a
sys em. Follow-up esea ch, such as ha conduc ed by salisbu y e al. (2001), nug oho (2009), and
hansen e al. (2017), has consis en ly shown he bene icial in luence o pe cei ed ease o use on cus-
ome in en ions. a en e al. (2013) ound ha pe cei ed ease o use has a posi i e impac on epu chase
cOgen BUsiness & ManageMen 7
in en ion, and chen (2012) also showed ha ease o use can lead cus ome s o make addi ional pu -
chases on he same pla o m.
cus ome sa is ac ion is o en in luenced by how equen ly a sys em is used, which is a e lec ion o
i s ease o unde s anding, ope a ion, and use. companies bene i om his sa is ac ion because i esul s
in highe le els o loyal y and inc eased epea business. hus, his esea ch aims o in es iga e how
cus ome sa is ac ion media es he link be ween pe cei ed ease o use and epu chase in en ion, o com-
p ehend he impac o ease o use on long- e m cus ome engagemen and loyal y.
h6: cus ome sa is ac ion media es posi i ely and signi ican ly be ween pe cei ed ease o use and epu chase
in en ion
h7: cus ome sa is ac ion media es posi i ely and signi ican ly be ween pe cei ed use ulness and epu chase
in en ion
3. Resea ch Me hodology
his esea ch employs a quan i a i e app oach, as explained by c eswell and c eswell (2017), which
explains he quan i a i e app oach as a me hod o objec i ely es ing heo ies by examining he ela-
ionships be ween a iables. in he quan i a i e app oach, s a is ical analysis is used as an in es iga i e
ool o es ing designed hypo heses (see Figu e 1). Pa ial leas squa e s uc u al equa ion Modeling
(Pls-seM) is ecognized as a obus in e en ial s a is ical analysis o all ypes o da a because i does no
equi e many assump ions and can con i m ela ionships wi hou needing a s ong heo e ical ounda-
ion (hai e al., 2014). addi ionally, he ad an age o Pls-seM lies in i s abili y o es ima e s uc u al
models, pa icula ly when ce ain model assump ions a e me (hai e al., 2014). Fu he mo e, hai e al.
(2014) also emphasize he e ec i e use o Pls-seM in modeling composi e a iables, bu no e i s di e -
ence om co a iance-based s uc u al equa ion Modeling (cB-seM) in e ms o ac o modeling.
none heless, acco ding o Dash and Paul (2021), Pls-seM and cB-seM a e o en consis en and simila
o each o he . Pls-seM was chosen o e o he s a is ical me hods due o i s dis inc ad an ages in han-
dling complex models, pa icula ly when he esea ch is explo a o y in na u e o when he sample size
is ela i ely small. Pls-seM is highly e ec i e in si ua ions whe e he esea ch model is complex, in ol -
ing mul iple cons uc s and indica o s, and whe e he goal is o p edic key a ge cons uc s o iden i y
ela ionships be ween a iables. One o he main easons o choosing Pls-seM is i s lexibili y in han-
dling non-no mal da a dis ibu ions, which can be a limi a ion in cB-seM. Unlike cB-seM, which elies on
he assump ion o no mali y, Pls-seM does no equi e his assump ion, making i mo e obus in p ac-
ical esea ch se ings whe e da a migh no mee hese s ingen c i e ia. his s udy uses Pls-seM o
de elop o cons uc hypo heses, p edic complex si ua ions, and acili a e mul i a ia e da a analysis.
hus, ensu ing he ul illmen o pa ame ic assump ions is c ucial in he applica ion o Pls-seM o da a
analysis (hai e al., 2014; hai e al., 2017), pa icula ly h ough a quan i a i e app oach.
Figu e 1. Resea ch model.
14 i. P. nU alaM e al.
Fi s ly, he indings o his s udy indica e ha pe cei ed ease o use and pe cei ed use ulness ha e a
posi i e and signi ican e ec on cus ome sa is ac ion. his sugges s ha he psychological ac o s d i ing
beha io and u ili a ian aspec s s ongly con ibu e o cus ome sa is ac ion in using e-comme ce pla o ms,
hus con i ming indings om se e al p e ious s udies (amin e al., 2014; chen, 2012; aman e al., 2013).
addi ionally, pe cei ed ease o use on an e-comme ce pla o m is g ea ly in luenced by consume s’ psycho-
logical ac o s, such as us and secu i y. When consume s eel ha hey can easily na iga e and use he
pla o m wi hou signi ican isk, hey a e likely o eel mo e com o able and con iden in conduc ing ans-
ac ions (hyun e al., 2022). On he o he hand, well-designed and use - iendly e-comme ce pla o ms end
o be mo e esponsi e o consume needs (kaya e al., 2019; Miao e al., 2022). his can p o ide a pe son-
alized expe ience ailo ed o consume p e e ences and beha io s, such as displaying ele an p oduc s and
p o iding sui able ecommenda ions. hus, helping o c ea e a mo e pe sonal and sa is ying expe ience o
consume s, which can enhance hei sa is ac ion wi h he pla o m (chang & chen, 2021; Mo okeng, 2021;
Mou e al., 2020). nguyen hi e al. (2022), who in es iga ed he aM model on gene a ion Y and Z con-
sume s, showed con inui y wi h online shopping in en ions ha can help imp o e decision-making quali y.
secondly, he indings o his s udy indica e ha pe cei ed ease o use and use ulness ha e a posi i e
bu no signi ican e ec on epu chase in en ion. his sugges s ha while hey may heo e ically play
an impo an ole in d i ing echnology adop ion, hey ha e no ye eached a signi ican le el o in lu-
ence on epu chase in en ion. as highligh ed by ash aq e al. (2019), online shopping beha io h ough
digi al echnology pla o ms is used as a decision-making p ocess, hus he aM model p o ides insigh s
in o p edic ing cus ome beha io ( i edi & Yada , 2018). his allows o he possibili y ha ac o s in lu-
encing online pu chasing beha io can be in luenced in he con ex o echnology use (Da is, 1989;
hube e al., 2017). howe e , his s udy ound ha al hough use s belie e ha a pla o m is easy o use
Figu e 4. Demog aphy esponden .
Table 7. indi ec e ec es ing.
indi ec e ec (ß) sample mean 2.5% 97.5% P alues
Peou → Cs → Ri 0.241 0.248 0.171 0.330 0.000
Pu → Cs → Ri 0.212 0.211 0.125 0. 295 0.000
cOgen BUsiness & ManageMen 15
and bene icial, he di e ences in hese pe cep ions a e no signi ican enough o each a le el o in lu-
ence on epu chase in en ion. hi dly, he indings o his s udy indica e ha cus ome sa is ac ion sig-
ni ican ly in luences epu chase in en ion. Beha io al heo y emphasizes ha ac ions ha ha e been
aken can be pe cei ed a a le el o expe ience ha implies sa is ac ion (ajzen & Fishbein, 1972, 2000).
in he con ex o online shopping, i s ongly sugges s ha cus ome s who expe ience high sa is ac ion
ha e a e y good le el o expe ience. as consis en wi h indings such as Miao e al. (2022) belie e ha
cus ome sa is ac ion in online shopping is a de e minan o epu chase in en ion, he eby con i ming
p e ious esea ch as well (Oghuma e al., 2016; Pa k & hangam, 2019).
las ly, his s udy ound ha cus ome sa is ac ion ully media es he ela ionship be ween pe cei ed
ease o use and pe cei ed use ulness owa ds epu chase in en ion. in his con ex , Miao e al. (2022)
emphasize ha he quali y o web design in e-comme ce pla o ms plays a c ucial ole in acili a ing he
in e ac ion be ween cus ome s and psychological and u ili a ian ac o s. good design no only makes he
pla o m easie and mo e e icien o use bu also enhances cus ome sa is ac ion by p o iding an enjoy-
able expe ience ha aligns wi h cus ome expec a ions. he impo ance o cus ome sa is ac ion in
enhancing pu chase e en ion is also emphasized in his s udy. Wi h high sa is ac ion, cus ome s a e
mo e likely o con inue pu chasing desi ed p oduc s om he same pla o m. his c ea es a long- e m
ela ionship be ween cus ome s and he e-comme ce pla o m, ul ima ely inc easing loyal y. Fu he mo e,
his s udy also highligh s he signi ican ole o pe cei ed ease o use and pe cei ed use ulness in d i ing
he in en ion o epu chase. When cus ome s pe cei e a pla o m as easy o use and bene icial, hey a e
mo e likely o be sa is ied wi h he online shopping expe ience. his hen mo i a es cus ome s o e u n
o u u e pu chases, esul ing in a sus ainable pu chasing cycle o he e-comme ce company. he ind-
ings o his s udy a e consis en wi h p e ious esea ch emphasizing he impo ance o usabili y and
unc ional u ili y o echnology in enhancing he in en ion o epu chase h ough he media ion o cus-
ome sa is ac ion ( i edi & Yada , 2018).
6. Conclusion, implica ion, and limi a ion
he indings o his s udy indica e ha psychological and u ili a ian ac o s associa ed wi h he use o
e-comme ce pla o ms ha e a signi ican impac on cus ome sa is ac ion and he in en ion o epu -
chase. hese indings ha e impo an implica ions o e-comme ce companies, ma ke e s, and cus ome s
in indonesia. Fi s ly, he indings sugges ha pe cei ed ease o use and pe cei ed use ulness o
e-comme ce pla o ms posi i ely and signi ican ly in luence cus ome sa is ac ion. his unde sco es he
impo ance o p o iding a sa is ying use expe ience o enhance cus ome loyal y and pu chase e en-
ion. he e o e, e-comme ce companies need o pay a en ion o he design o hei pla o ms o make
hem use - iendly and p o ide clea bene i s o cus ome s. secondly, al hough pe cei ed ease o use
and pe cei ed use ulness posi i ely in luence cus ome sa is ac ion, hey do no signi ican ly impac he
in en ion o epu chase di ec ly. his sugges s ha e en hough use s pe cei e he pla o m as easy o
use and bene icial, o he ac o s such as p ice, p oduc quali y, and cus ome se ice may also in luence
epu chase decisions. hi dly, cus ome sa is ac ion p o es o be a signi ican ac o in in luencing he
in en ion o epu chase. his emphasizes he impo ance o p o iding a sa is ying expe ience o cus om-
e s o inc ease loyal y and e en ion. Finally, he indings indica e ha cus ome sa is ac ion media es he
ela ionship be ween pe cei ed ease o use and pe cei ed use ulness wi h he in en ion o epu chase.
his con i ms ha hese psychological and u ili a ian ac o s indi ec ly in luence epu chase in en ion
h ough hei impac on cus ome sa is ac ion.
his s udy also has signi ican heo e ical implica ions in expanding he aM model as a heo e ical
lens ela ed o consume beha io in he con ex o online shopping echnology adop ion, especially in
he domain o e-comme ce pla o ms in indonesia. By adop ing and e alua ing he aM amewo k
de eloped by Da is (1989), which has been p o en and ecognized in he ma ke ing and consume
beha io li e a u e, his esea ch p o ides deepe insigh s in o he dynamics o he ela ionship be ween
psychological and u ili a ian ac o s in shaping online pu chasing beha io . his s udy s eng hens he
unde s anding o he concep ual alidi y o aM in he con ex o he apidly g owing online shopping
ma ke in indonesia. By examining he ela ionships be ween pe cei ed ease o use, pe cei ed use ul-
ness, cus ome sa is ac ion, and epu chase in en ion, his esea ch ea i ms he ele ance o he aM
16 i. P. nU alaM e al.
amewo k in explaining consume beha io in adop ing and u ilizing e-comme ce pla o ms. Fu he mo e,
he indings o his s udy ha pe cei ed ease o use and pe cei ed use ulness signi ican ly and posi i ely
in luence cus ome sa is ac ion emphasize he impo ance o hese ac o s in shaping cus ome s’ pe cep-
ions and expe iences o e-comme ce pla o ms. By unde s anding ha cus ome sa is ac ion ac s as a
media o in he ela ionship be ween echnology con ol ac o s and he in en ion o epu chase, his
esea ch highligh s he impo ance o c ea ing sa is ying cus ome expe iences o main ain cus ome
loyal y and gain long- e m p o i s o he company. Mo eo e , his s udy highligh s he ole o web
design quali y in acili a ing cus ome in e ac ion and in luencing cus ome pe cep ions o e-comme ce
pla o ms, which is consis en wi h he indings o Miao e al. (2022). hese indings con ibu e o unde -
s anding how he design and unc ionali y o an e-comme ce pla o m can be key o c ea ing sa is ying
cus ome expe iences and in luencing cus ome pu chasing decisions.
his s udy also p o ides p ac ical implica ions ha can be bene icial o e-comme ce companies, ma -
ke e s, and e-comme ce cus ome s. Fi s ly, o e-comme ce companies, his esea ch can be use ul as
insigh s o design and de elop e-comme ce pla o ms o be mo e use - iendly and bene icial o cus-
ome s. his may include simpli ying he use in e ace, imp o ing si e na iga ion, and enhancing ele-
an unc ionali ies. addi ionally, since cus ome sa is ac ion in luences pu chase e en ion, e-comme ce
companies can enhance cus ome se ice o ensu e quick esponses and sa is ac o y solu ions o cus-
ome issues. secondly, his esea ch p o ides bene i s o ma ke e s o in eg a e pe cei ed ease o use
and pe cei ed use ulness in o he company’s ma ke ing s a egies. his may in ol e emphasizing he
ease o use and bene i s gained by cus ome s om using he e-comme ce pla o m. Fu he mo e,
e-comme ce pla o ms ha a e esponsi e o cus ome needs end o inc ease cus ome sa is ac ion,
demons a ing he impo ance o enhancing in e ac ion be ween he company and cus ome s. Ma ke e s
can de elop s a egies o imp o e esponsi eness and in e ac ion wi h cus ome s, such as h ough ele-
an con en ma ke ing and pe sonalized cus ome expe iences. las ly, his esea ch p o ides bene i s o
e-comme ce cus ome s as a guide o choosing e-comme ce pla o ms ha o e be e use expe iences.
cus ome s can conside ac o s such as ease o use, esponsi eness, and pla o m quali y when choosing
whe e o shop online. Mo eo e , cus ome s can p o ide eedback o e-comme ce companies abou hei
shopping expe iences wi h he pla o m. By p o iding cons uc i e eedback, cus ome s can help com-
panies con inually imp o e hei se ices and online shopping expe iences.
howe e , his s udy is no wi hou i s limi a ions. Fi s , he s udy’s sample is selec ed o ep esen and
mee speci ic c i e ia, pa icula ly om he pe spec i e o he e-comme ce ma ke in indonesia. he e o e,
he e may be di e ences in consume beha io ha may no comp ehensi ely ocus on he wo la ges
pla o ms in indonesia (e.g. shopee and okopedia), which may no jus i y he indings as hey could
yield di e en esul s on o he e-comme ce pla o ms. ne e heless, i p o ides heo e ical and p ac ical
insigh s om he indings o his s udy. second, his esea ch may need o conside o he in luencing
ac o s ha can di ec ly a ec epu chase in en ion, such as e-WOM, whe e cus ome s can access impo -
an e iew in o ma ion use ul o hei decision-making p ocess. addi ionally, e-comme ce pla o ms a e
cu en ly de eloping ma ke ing communica ion wi h cus ome s h ough li e s eaming, which could also
be in luen ial in engaging wi h p oduc e iews.
Acknowledgemen
he au ho s exp ess hei g a i ude o he Facul y o adminis a i e sciences and he Di ec o a e o esea ch and
communi y se ice (D PM) a B awijaya Uni e si y, indonesia, o hei suppo and p o isions unde he esea ch
g an scheme. addi ionally, he au ho s also ex end hei hanks o he anonymous e iewe s o hei signi ican
con ibu ions o he imp o emen o his a icle.
Au ho s’ con ibu ions
concep and design: inggang Pe wangsa nu alam. Me hodology: inggang Pe wangsa nu alam, nu Yudiono,
Muhamad. obi h alil Fahmi. Da a collec ion: eliana sandy Yuliaji, au ic hidaya . in e p e a ion o analysis o da a:
inggang Pe wangsa nu alam, nu Yudiono, Muhamad. obi h alil Fahmi. P epa a ion o he manusc ip : nu Yudiono,
Muhamad obi h alil Fahmi, eliana. sandy Yuliaji, au ic hidaya . e ision o impo an in ellec ual con en : nu
Yudiono, Muhamad obi h alil Fahmi. supe ision: inggang Pe wangsa nu alam.
cOgen BUsiness & ManageMen 17
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Funding
his esea ch was suppo ed by he Badan Peneli ian dan Pengabdian Masya aka (BPPM), Facul y o adminis a i e
science, B awijaya Uni e si y, indonesia, h ough esea ch g an numbe 49/Un10.F03/Pn/2023.
Abou he au ho s
Inggang Pe wangsa Nu alam is a senio lec u e in he Depa men o Business adminis a ion, Uni e si as B awijaya.
he ob ained his Doc o o Philosophy in Business adminis a ion, ocusing on “consume Beha io on e-comme ce”
om kobe Uni e si y, kobe, Japan (in 2022). his esea ch in e es s include en i onmen al psychology, en ep eneu -
ship, ma ke ing s a egy, cus ome beha io , ou ism ma ke ing, and b anding.
Nu Yudiono is cu en ly a lec u e in he Depa men o en ep eneu ship Business c ea ion, Binus Business school,
Malang, indonesia. he is also pu suing a doc o al deg ee in managemen a Uni e si as Malang, Malang, indonesia.
his esea ch in e es s e ol e a ound en ep eneu ship and beha io al esea ch, such as en ep eneu ial ma ke ing,
en ep eneu ial beha io , ma ke ing s a egy, cus ome beha io , and inno a ion capabili y.
Muhamad Robi h Alil Fahmi is a s uden in he Mas e o Business adminis a ion P og am, Facul y o adminis a i e
science, B awijaya Uni e si y. his esea ch in e es s include en ep eneu ship and inno a ion, s a egic ma ke ing,
knowledge managemen , cus ome beha io , and ou ism ma ke ing.
Eliana Sandy Yuliaji is a s uden in he Mas e o Business adminis a ion P og am, Facul y o adminis a i e science,
B awijaya Uni e si y. he esea ch in e es s ocus on ma ke ing and beha io al esea ch.
Tau ic Hidaya is a s uden o he Business adminis a ion P og am, B awijaya Uni e si y, Malang, indonesia. his
esea ch in e es s ocus on en ep eneu ship and inno a ion, s a egic ma ke ing, and cus ome beha io .
ORCID
inggang Pe wangsa nu alam h p://o cid.o g/0000-0001-5151-9564
nu Yudiono h p://o cid.o g/0000-0001-7332-0927
Muhamad obi h alil Fahmi h p://o cid.o g/0000-0001-9267-3007
eliana sandy Yuliaji h p://o cid.o g/0009-0008-4834-6533
Da a a ailabili y s a emen
he da a suppo ing his s udy a e a ailable upon easonable eques . in e es ed eade s may con ac he co e-
sponding au ho , inggang Pe wangsa nu alam, ia email a ing.nu [email protected]. access o he da a will be p o-
ided unde he condi ion ha he eques is o non-comme cial esea ch pu poses and ha app op ia e c edi is
gi en o he o iginal au ho s. Depending on he na u e o he eques , a da a-sha ing ag eemen may be equi ed
o ensu e compliance wi h ins i u ional and e hical guidelines.
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