The Dominant Factor Affecting Customer Buying Decisions at Online Retail Stores in Jakarta

Research on the dominant factors affecting customer buying decisions at online retail stores in Jakarta is based on increasing competition in online retail store businesses such as Tokopedia, Bukalapak, Lazada Indonesia, Kaskus, and others. This increase will have a good impact on improving the economy and also increasing the workforce in Indonesia. The author wishes to �ind out which of the most dominant factors greatly in�luences customer buying decisions in shopping at retail stores online in Jakarta. The results of respondents who answered the questions were dominated by respondents with a bachelor degree education background, 110 people (55%), with ages ranging between 31 40 years, 114 people (57%), and have an income of 11 30 million rupiah per month, 121 people (60.50%), and according to the frequent online shopping between 2-3 times per month, 101 people (50.50%). Based on the results of data processing, there are 6 most dominant factors that in�luence customer buying decisions in shopping at online retail stores in Jakarta. These factors are Variable Attitudes with Estimate value = 1,325, Time and Cost Ef�iciency Variable with Estimate value = 1,272, Variable Values with Estimate value = 1,243, Family Variable with Estimate value = 1,215, Beliefs Variable with Estimate value = 1,197, Variety of Choices Variable with Estimate value = 1,09


INTRODUCTION
The background of this research is increasing competition in the online retail store business such as Tokopedia, Bukalapak, Lazada Indonesia, Kaskus, OLX Indonesia, Blanja.com, Bhinneka, Blibli, Elevenia, Zalora Indonesia, Shopee, and others. This increase will have a good impact on improving the economy and also increasing the workforce in Indonesia. The author wishes to �ind out which of the most dominant factors greatly in�luences customer buying decisions in shopping at online retail stores. So that the online retail store business can continue to improve and develop The Dominant Factor Affecting Customer Buying Decisions at Online Retail Stores in Jakarta well, the author wishes to conduct research with the title: the dominant factors that in�luence customer buying decisions at online retail stores in Jakarta. With the rapid development of shopping through retail online stores in Jakarta, the author wishes to analyze and evaluate what are the dominant factor that most in�luences customer buying decisions at retail online stores in Jakarta. This study aims to determine what are the most dominant factors that in�luence customer buying decisions in the process of purchasing products at retail online stores in Jakarta. With the rapid growth of online retail store business, especially in Jakarta today, this research is very useful to �ind out whether these factors have a signi�icant in�luence on improving the business and performance of online retail stores in Jakarta. In the long run it is very useful to know whether these factors can be used / applied to improve business and performance at online retail stores in Indonesia.

LITERATURE REVIEW
According to Hammond (2018), in recent years, online purchasing or online shopping has entered a global scale with the growing internet in popularity. According to Edwar, M. et al (2018), purchases through online shopping will have many advantages if it is compared to physical purchases at the store. Online shopping will save the time and you do not need to wait in long queues at the cashier. Online shopping marketplace can be available anytime and anywhere. According to Berman et al. (2017), there are stages of purchase decisions: problem recognition, looking for alternatives, purchasing, and post purchase behavior. Consumer buying decisions are also in�luenced by several important factors as follows: 1. Saving Money According to Jobber, Lancaster (2018), online shopping saves money since it reduces costs of product and search. Therefore, consumers will be able to buy products at lower prices. When consumers realize that they get products with the same quality and at lower prices, they may be willing to buy.

Variety of Choices
According to Vedamani (2018), Mollahasani et al. 2011as cited in Bastam H et al. (2017, online stores provide more diverse products for selection because they are not under pressure in terms of space and place like other physical stores.

Convenience
According to Hammond (2018), some people might have bad experiences with the shop, therefore some consumers prefer to make their own decisions by online shopping. Some consumers use online channels just to escape from face to face interaction because they are pressure or uncomfortable when dealing with the shop or salespeople.

Ease of Use
According to Gilbert D. (2006), the case of ease of use refers to the situation where the whole process of making an online purchase is easier and does not require specialized struggles.

Time and Cost Ef�iciency
According to Berman et al. (2017), consumers did not have to spend more times and money to look for products in some local stores. Since online stores offer consumers with a variety of products and services, it gives consumers more chances to compare prices from different online stores.
According to Levy et al. (2018) and Berman et al. (2017), the factors in�luencing the buying decision process are as follows: 1. Beliefs About performance of retailers and products. So it's about trusting retailers and their products.

Values
Whether the purchase of the product is a necessity and the product can be searched at the online retail store.

Attitudes
Before making a product purchase, the customer usually evaluates the product and the retailer that sells the product.

Family
Families also make purchase decisions and how various family members in�luence these Rudy Santosa Sudirga / The Dominant Factor Affecting Customer Buying Decisions at Online Retail Stores in Jakarta / 1 -8 decisions. Children play an important role in family buying decisions.

Reference Group
A reference group is one or more people who will provide of comparison for beliefs, feelings, and behaviors. These reference groups affect buying decisions by (1) offering information, (2) providing rewards for speci�ic purchasing behaviors, and (3) (2010), regarding the sample size question, the researcher generally would not factor in analyzing a sample of fewer than 50 observations, and preferably the sample size should be 100 or larger. As a general rule, the minimum is to have at least �ive times as many observations as the number of variables to be analyzed, and the more acceptable sample size would have a 10: 1 ratio.
In collecting the necessary research data, the author collected primary data by distributing questionnaires to retail customers in Jakarta, who shop at retail stores such as Carrefour, Diamond Supermarket, Farmers Market, Giant, Hypermart and Lotte, because generally people who shop in retail stores most have ever done shopping at retail stores online. In addition, questionnaires were also distributed to online retail store customers in Jakarta and visitors to shopping malls in Jakarta, and the author took 200 research samples.
The sampling technique used by the author is non-probability sampling. According to Sumarni and Wahyuni (2006), non-probability sampling is sampling with the probability of the selected population element unknown. This technique does not provide equal opportunity for each element or member of the population to be selected as a sample. The research instrument was a questionnaire and used a 5-level Likert scale, and the results were used for factor analysis data processing.
The data analysis technique that will be used by the author is factor analysis. According to Hair, Black, Babin, Anderson (2010), in general, factor analysis is used to identify a number of factors or variables that have the same character. Thus, researchers can discard and include some variables that have correlations, can use several variables with little correlation coef�icient or just use variables that have the same character so that in the analysis only include variables that have suf�icient and signi�icant correlations.
For this causal research, the author processes research data with Structural Equation Modeling with IBM SPSS Amos version 23. According to Wijaya, T (2013), the main purpose of SEM analysis is to test the suitability of a model that is the suitability of theoretical models with empirical data.

RESULT AND DISCUSSION
Based on the results of data processing with Structural Equation Modeling Amos that can be seen in �igure 2, it found that the results of the factor analysis met the criteria for the study and all items in the study were valid for each research variables.

Rudy Santosa Sudirga / The Dominant Factor Affecting Customer Buying Decisions at Online Retail Stores in Jakarta / 1 -8
According to Wijaya, T (2013), the value of regression weights in Table 7 shows that the value of nadir (critical ratio) is greater than twice the standard error, which means all items in the study are valid for each convergent research variable. Hair, Black, Babin, Anderson (2010), in general, factor analysis is used to test the adequacy of the relationship between variables where the identity matrix contains a diagonal matrix with a value of Eigenvalue > 1. (Eigenvalue represents the total variance explained by each factor, so that Eigenvalue is a number or a value that shows the total variance of each factor that can be explained by new factors that are formed). From Table 7 it is found that the most dominant factor formed is the factor with Estimate value > 1 = Eigenvalue value > 1, and the most dominant factor is the factor with the largest Estimate value or the factor with the largest Critical Ratio (C.R.) value. Vol. 5 No. 1 (February 2021) From Figure 2 and While Culture variable is not a factor that in�luences customer buying decisions at online retail stores in Jakarta, because it has an Estimate value = Eigenvalue = 0.667 < 1, because the Eigenvalue value must be > 1.

CONCLUSION
The results of respondents who answered the questions were dominated by respondents with a bachelor degree education background 110 people (55%), with ages ranging between 31 -40 years 114 people (57%), and have an income of 11 -30 million rupiah per month 121 people (60.50%), and with the frequent online shopping between 2-3 times per month 101 people (50.50%), so it can be categorized that the majority of users of online retail shopping store in Jakarta are middle class with bachelor degree education, at an age range that is still productive between 31 -40 years, and has an income of 11 -30 million rupiah per month.
Attitudes variable with Estimate value = 1.325 is the most dominant factor that greatly in�luences customer buying decisions in shopping at online retail stores in Jakarta. This is also reinforced by Babar, A., Rasheed, A., Sajjad, M. (2014) and Bastam, H, Lotfabadi, V., T., Kouchakzadeh, V., Faraji, M. (2017), who explain that attitudes are the most in�luential factor in consumer buying decisions on online shopping. 1. Online retailers should do things that make an evaluation of the product, whether it is suitable, feasible and of good quality at an adequate price, and also online retailers must provide an image of trust to consumers, because customers will conduct an evaluation before making a purchase of the product and also an evaluation of the online retailers who sell these products (Attitudes variable). 2. Online retailers should do and update the appearance and content of the website, because customers will browse the website before making a purchase, and the ease and time to �ind the product sought on the website is very important for consumers (Time and Cost Ef�iciency variable). 3. Online retailers should do something interesting for the promotion of products that are important to consumers, because consumers will be interested in buying products of interest if consumers are interested in the appearance of the website (Values variable). 4. Online retailers should do something interesting for the promotion of products that are important for the needs of the consumers' family, because purchasing decisions are in�luenced by family factors (Family variable). 5. Online retailers should provide an image of trust to consumers, because customers will conduct an evaluation of online retailers who sell these products (Beliefs variable). 6. Online retailers should have a variety of variations, speci�ically only for all fast moving consumer goods products both in terms of brand, quality, choice, price, size, type, color, and others. Thus customers do not need to move to other online retailers, because customers have found the product according to their needs (Variety of Choices variable).