Mobile Commerce In Jakarta (Indonesia): Factor Affecting Mobile User's Behavior Intention

Abstract

Mobile commerce (m-commerce) has become an integral component of the digital economy, transforming the way consumers search for products, make purchases, and interact with businesses through mobile devices. Despite its rapid growth, the factors influencing consumers' behavioural intention to adopt m-commerce vary across geographical and socio-economic contexts. This study investigates the determinants of mobile commerce adoption among smartphone users in Jakarta, Indonesia, with the aim of identifying the key factors that influence users' intention to engage in mobile-based shopping. A quantitative research design was employed, and primary data were collected through a structured questionnaire administered to 100 smartphone users residing in Jakarta. The study examined the effects of six independent variables—perceived usefulness, perceived ease of use, perceived enjoyment, trust, perceived cost, and social influence—on behavioural intention to use m-commerce. Data were analyzed using multiple regression analysis to determine the significance and strength of the relationships between the variables. The findings indicate that perceived usefulness, perceived cost, and social influence have statistically significant positive effects on consumers' behavioural intention to adopt mobile commerce. These results suggest that users are more likely to embrace m-commerce when they perceive it as beneficial, affordable, and socially endorsed by peers or influential individuals. In contrast, perceived ease of use, perceived enjoyment, and trust were not found to have significant effects, indicating that these factors may have become less influential in a technologically mature and digitally literate urban environment such as Jakarta. The findings differ from those reported in several previous studies, highlighting the importance of considering contextual and market-specific characteristics when examining technology adoption behaviour. This study contributes to the growing body of literature on m-commerce adoption in emerging economies and offers practical implications for mobile commerce providers, digital marketers, and policymakers seeking to enhance user engagement and increase adoption rates. Future research should consider larger and more diverse samples, additional behavioural variables, and comparative studies across different regions to provide a more comprehensive understanding of m-commerce adoption.