The Influence of E-commerce on Consumer Buying Behavior in Rural Indonesia

Abstract

This study examines how the rise of e-commerce affects purchasing behaviors of rural consumers in Indonesia. Using surveys and focus groups, the research investigates factors such as internet access, trust in online payment, and product variety influencing online shopping adoption. Findings suggest increased convenience and price transparency drive e-commerce growth, though concerns about delivery logistics and digital literacy remain. The paper discusses strategies for businesses and policymakers to expand e-commerce inclusivity in rural areas, supporting broader economic development.