Effect of Perceived Ease of Use, Word-of-Mouth Communication, and Brand Image on Decision to Use Lazada E-Commerce Services

Abstract

The rapidly growing communication, media and information technology and the widespread development of global information infrastructure has influenced the ways and patterns of business activities in the trade industry, social and political governance.  Indonesia is one of the countries that has the largest internet growth after China and India. This growth is likely to form online buying and selling transactions. It is supported by a survey conducted by APJII (Association of Indonesian Internet Service Providers) about Internet Users in Indonesia in 2016 that the most frequently visited commercial content was online shop (62%) or equal to 82.2 million. Visitors and big opportunities for online shops have an impact on the emergence of more e-commerces whose goods or products sold come from the website or application itself without giving opportunity or place for other sellers to sell their products. Based on the data from CNN Indonesia, the number of Lazada app’s downloaders is in first place followed by its competitors Tokopedia and Bukalapak. The abundance of e-commerce in Indonesia creates increasingly fierce competition. Many e-commerce applications or websites provide display menu that makes it easier for users to shop, quality and complete items, varied price ranges, and trusted image of the e-commerce.