Purchase intention on Bukalapak: Role of risk, convenience, and benefits

https://doi.org/10.35912/ahrmr.v5i3.3183
Published: Sep 18, 2025

Abstract:

Purpose: This study aims to examine how perceived risk, perceived convenience, and perceived benefits influence users’ purchase intention on Bukalapak, one of Indonesia’s leading e-commerce platforms.

Methodology: The study was conducted using a quantitative method with a survey distributed to 100 active Bukalapak users across various cities in Indonesia. Data were collected using a structured questionnaire and analyzed using SmartPLS 4.0 software to test the relationships between the constructs based on the extended Technology Acceptance Model (TAM).

Results: The results show that perceived convenience and perceived benefits have a significant positive impact on purchase intention, while perceived risk has a significant negative impact. This indicates that users are more likely to make purchases on Bukalapak when they perceive the platform as easy to use and beneficial, and less likely when they feel uncertain or insecure.

Conclusions: The study concludes that increasing convenience and delivering tangible benefits can strengthen purchase intention, while managing and reducing user risk perceptions is crucial to improving user confidence.

Limitations: The study is limited to Bukalapak users and uses a relatively small sample size (n = 100), which may not fully represent the broader population of e-commerce users in Indonesia.

Contribution: This study contributes to the understanding of consumer behavior in Indonesian e-commerce by validating the extended TAM in the context of Bukalapak. It provides insights for e-commerce managers, marketers, and platform developers to design better strategies that enhance user trust and buying interest.

Keywords:
1. Perceived Convenience
2. Perceived Benefits
3. Perceived Risk
4. Purchase Intention
Authors:
1 . Ahyani Ahyani
Pamulang University, Tangerang Selatan, Banten, Indonesia
2 . Dede Solihin
Pamulang University, Tangerang Selatan, Banten, Indonesia
https://orcid.org/0009-0008-2641-9172
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How to Cite
Ahyani, A., & Solihin, D. (2025). Purchase intention on Bukalapak: Role of risk, convenience, and benefits. Annals of Human Resource Management Research, 5(3), 671–682. https://doi.org/10.35912/ahrmr.v5i3.3183
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Issue & Section
Vol. 5 No. 3 (2025): September
Articles
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References

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    Baidoun, S. D., & Salem, M. Z. (2024). The Moderating Role of Perceived Trust and Perceived Value on Online Shopping Behavioral Intention of Palestinian Millennials during COVID-19. Competitiveness Review: An International Business Journal, 34(1), 125-143. doi:https://doi.org/10.1108/CR-10-2022-0161

    Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS quarterly, 13(3), 319-340. doi:https://doi.org/10.2307/249008

    De, D. H., Khoa, B. T., & Nguyen, V. T.-T. (2023). Customer's Online Purchase Intention: The Role of Perceived Business Size and Reputation. Journal of Logistics, Informatics and Service Science, 10(2), 296-307. doi:https://doi.org/10.33168/jliss.2023.0220

    Ferreira, D., Barbosa, B., & Sousa, A. (2025). Perceived Freshness and the Intention to Repurchase Fresh Food Products Online. EuroMed Journal of Business. doi:https://doi.org/10.1108/EMJB-11-2024-0289

    Firmansyah, F., Rozi, C., & Prajawati, M. I. (2021). Economic Benefit, Convenience dan Risk Benefit dalam Mempengaruhi Penggunaan Fintech yang Berulang. Jurnal Ekonomi Modernisasi, 17(2), 113-124. doi:https://doi.org/10.21067/jem.v17i2.5578

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    Helfiyana, Alwie, A. F., & Samsir. (2024). The Influence of Online Customer Review and Perceived Risk on E-Trust and Purchase Intention on E-Commerce Lazada in Pekanbaru City. InJEBA: International Journal of Economics, Business and Accounting, 2(3), 295-310. doi:https://doi.org/10.5281/zenodo.13291575

    Hidayat, D. R., & Peridawaty, P. (2021). Analisis Faktor-Faktor Perilaku Pembelian Online (E-Commerce) Konsumen Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Palangka Raya. JEMBA: Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi, 1(2), 64-74. doi:https://doi.org/10.52300/jemba.v1i2.2985

    Hien, N. N., Vo, L. T., Ngan, N. T. T., & Ghi, T. N. (2024). The Tendency of Consumers to Use Online Travel Agencies from the perspective of the valence Framework: The Role of Openness to Change and Compatibility. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 1-11. doi:https://doi.org/10.1016/j.joitmc.2023.100181

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    Istiqomah, P., & Alfansi, L. (2024). Navigating Style: Exploring the Influence of Perceived Benefit and Perceived Ease of Use on Attitude Towards Use in AI-Enhanced Fashion E-Commerce. Journal of Entrepreneurship & Business, 5(1), 1-14. doi:https://doi.org/10.24123/jeb.v5i1.6070

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    Lazuardi, A., & Syahyuni, D. (2025). Pengaruh Kepercayaan dan Persepsi Resiko terhadap Keputusan Pembelian Aset Digital Cryptocurrency Dikalangan Masyarakat Kecamatan Tapos. Profit: Jurnal Manajemen, Bisnis dan Akuntansi, 4(1), 50-61. doi:https://doi.org/10.58192/profit.v4i1.2949

    Makhdum, M. F., & Aminah, S. (2022). Pengaruh Kepercayaan dan Persepsi Resiko terhadap Keputusan Pembelian Shopee di Sampang. Jurnal Ilmiah Universitas Batanghari Jambi, 22(2), 803-807. doi:http://dx.doi.org/10.33087/jiubj.v22i2.1898

    Marlina, W. A., Andriyani, F., & Intan, I. (2024). Investigating the Determinants of Online Fashion Purchases: Insights into Consumer Intention in the E-Commerce Marketplace. Jurnal Manajemen dan Kewirausahaan, 12(1), 89-99. doi:https://doi.org/10.26905/jmdk.v12i1.12289

    Moussaoui, A. E. E., & Benbba, B. (2023). Determinants of Consumer's Online Shopping Intention during COVID-19. Journal of Electronic Business & Digital Economics, 2(1), 69-88. doi:https://doi.org/10.1108/JEBDE-01-2023-0002

    Pan, X., Xiong, W., Pu, S., Han, F., & Zhang, A. (2023). Trust, Perceived Benefits, and Purchase Intention in C2C E-Commerce: An Empirical Testing in China. Journal of Organizational and End User Computing (JOEUC), 35(3), 1-15. doi:https://doi.org/10.4018/joeuc.325508

    Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134. doi:https://doi.org/10.1080/10864415.2003.11044275

    Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The Influence of Perceived Risk on Purchase Intention in E?Commerce—Systematic Review and Research Agenda. International Journal of Consumer Studies, 48(4), 1-28. doi:https://doi.org/10.1111/ijcs.13067

    Pratama, R. Y., & Harsono, S. (2025). The Influence of Perceived Risk on Trust, E-WOM, and Purchase Intention in Shopee Users. Jurnal Riset Ekonomi, Manajemen, dan Bisnis, 2(1), 1-5. doi:https://doi.org/10.9744/jremb.2.1.1-5

    Pratiwi, T. R. D., Rizki, M., & Asrol, S. (2024). The Influence of Trust, Convenience and Risk on Decisions to Purchase Beauty Products Online Via E-Commerce (Case Study of UIN Raden Fatah Palembang Student). Journal of Social Entrepreneurship and Creative Technology, 1(2), 99-110. doi:https://doi.org/10.70177/jseact.v1i2.1452

    Rosillo-Díaz, E., Muñoz-Rosas, J. F., & Blanco-Encomienda, F. J. (2024). Impact of Heuristic–Systematic Cues on the Purchase Intention of the Electronic Commerce Consumer Through the Perception of Product Quality. Journal of Retailing and Consumer Services, 81, 1-12. doi:https://doi.org/10.1016/j.jretconser.2024.103980

    Sarastila, C., Pertiwi, V. i. A., & Kustanti, A. (2021). Model Penerimaan Teknologi dan Kepercayaan Konsumen terhadap Minat Beli Tanaman Hias Melalui E-Commerce Saat Pandemi Covid-19. Jurnal Sosial Ekonomi Pertanian, 17(2), 13-26. doi:https://doi.org/10.20956/jsep.v17i2.14555

    Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2024). Effects of Virtual Try-on Technology as an innovative E-Commerce Tool on Consumers' Online Purchase Intentions. European Journal of Innovation Management. doi:https://doi.org/10.1108/EJIM-05-2024-0516

    Shukla, M., Jain, V., & Misra, R. (2022). Factors Influencing Smartphone Based Online Shopping: An Empirical Study of Young Women Shoppers. Asia Pacific Journal of Marketing and Logistics, 34(5), 1060-1077. doi:https://doi.org/10.1108/APJML-01-2021-0042

    Silaban, D., Jaunanda, M., & Ferdinand, F. (2020). Perceived Risk and Intention to Purchase from Overseas Sellers in Shopee: Jabodetabek Consumer Perspective. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 7(2), 259-271. doi:https://doi.org/10.35794/jmbi.v7i2.30268

    Suryati, L., & Fenny, F. (2024). The Relationship Between Brand Reputation and Risk Perception on Customer Purchasing Decisions on E-commerce Platforms. Siber International Journal of Digital Business (SIJDB), 2(2), 129-137. doi:https://doi.org/10.38035/sijdb.v2i2.107

    Syaharani, S. A., Putri, N. E., & Maleha, N. Y. (2025). Peran Kemudahan Akses, Persepsi Resiko dan Kepercayaan dalam Penggunaan E-Commerce. Jurnal Bisnis dan Manajemen (JURBISMAN), 3(2), 411-424. doi:https://doi.org/10.61930/jurbisman.v3i2.1126

    Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478. doi:https://doi.org/10.2307/30036540

    Wijoyo, A., & Cindy, N. (2024). Purchase Intention of Accounting Students in E-Commerce. Journal of Law and Regulation Governance, 2(6), 238-246. doi:https://doi.org/10.57185/jlarg.v2i6.61

  1. Amin, A. N. (2021). Dampak Privasi, Keamanan, Kepercayaan, dan Pengalaman terhadap Niat Mahasiswa Akuntansi untuk Bertransaksi di E-Commerce. AKUNSIKA: Jurnal Akuntansi dan Keuangan, 2(2), 85-92. doi:https://doi.org/10.31963/akunsika.v2i2.2740
  2. Assin, V., George, N. A., Aboobaker, N., & Sivakumar. (2025). Emerging Market Dynamics: Risk Perceptions, Perceived Usefulness and E-Pharmacy Adoption. International Journal of Pharmaceutical and Healthcare Marketing, 19(1), 139-159. doi:https://doi.org/10.1108/IJPHM-11-2023-0101
  3. Baidoun, S. D., & Salem, M. Z. (2024). The Moderating Role of Perceived Trust and Perceived Value on Online Shopping Behavioral Intention of Palestinian Millennials during COVID-19. Competitiveness Review: An International Business Journal, 34(1), 125-143. doi:https://doi.org/10.1108/CR-10-2022-0161
  4. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS quarterly, 13(3), 319-340. doi:https://doi.org/10.2307/249008
  5. De, D. H., Khoa, B. T., & Nguyen, V. T.-T. (2023). Customer's Online Purchase Intention: The Role of Perceived Business Size and Reputation. Journal of Logistics, Informatics and Service Science, 10(2), 296-307. doi:https://doi.org/10.33168/jliss.2023.0220
  6. Ferreira, D., Barbosa, B., & Sousa, A. (2025). Perceived Freshness and the Intention to Repurchase Fresh Food Products Online. EuroMed Journal of Business. doi:https://doi.org/10.1108/EMJB-11-2024-0289
  7. Firmansyah, F., Rozi, C., & Prajawati, M. I. (2021). Economic Benefit, Convenience dan Risk Benefit dalam Mempengaruhi Penggunaan Fintech yang Berulang. Jurnal Ekonomi Modernisasi, 17(2), 113-124. doi:https://doi.org/10.21067/jem.v17i2.5578
  8. Gemina, D., Pramestidewi, C. A., & Alawiah, A.-A. (2025). Purchase Decision Based on Consumer Trust and Ease of Use with Perceived Risk as an Intervening Variable in Shopee E-Commerce. International Journal of Applied Economics, Accounting and Management, 3(1), 1-20. doi:https://doi.org/10.59890/ijaeam.v3i1.51
  9. Helfiyana, Alwie, A. F., & Samsir. (2024). The Influence of Online Customer Review and Perceived Risk on E-Trust and Purchase Intention on E-Commerce Lazada in Pekanbaru City. InJEBA: International Journal of Economics, Business and Accounting, 2(3), 295-310. doi:https://doi.org/10.5281/zenodo.13291575
  10. Hidayat, D. R., & Peridawaty, P. (2021). Analisis Faktor-Faktor Perilaku Pembelian Online (E-Commerce) Konsumen Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Palangka Raya. JEMBA: Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi, 1(2), 64-74. doi:https://doi.org/10.52300/jemba.v1i2.2985
  11. Hien, N. N., Vo, L. T., Ngan, N. T. T., & Ghi, T. N. (2024). The Tendency of Consumers to Use Online Travel Agencies from the perspective of the valence Framework: The Role of Openness to Change and Compatibility. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 1-11. doi:https://doi.org/10.1016/j.joitmc.2023.100181
  12. Ikhsani, M. N., & Udayana, I. B. N. (2025). Analisis Pengaruh Perceived Value, Perceived Ease of Use dan Perceived Usefulness Terhadap Niat Beli Kembali Secara Onlne di Kota Yogyakarta. Jurnal Ekobis Dewantara, 8(1), 1081-1090. doi:https://doi.org/10.30738/ed_en.v8i1.4583
  13. Istiqomah, P., & Alfansi, L. (2024). Navigating Style: Exploring the Influence of Perceived Benefit and Perceived Ease of Use on Attitude Towards Use in AI-Enhanced Fashion E-Commerce. Journal of Entrepreneurship & Business, 5(1), 1-14. doi:https://doi.org/10.24123/jeb.v5i1.6070
  14. Khan, M. A. A., Hashim, H., & WeiYing, L. (2023). Effect of Perceived Risks, Perceived Benefits, Products Trust and Web-Vendor Trust on Online Purchase Intention of Green Personal Care Product among Gen Y in Malaysia. Journal of International Business and Management, 6(3), 1-15. doi:https://doi.org/10.37227/jibm-2023-03-5798
  15. Kou, L., & Sun, X. (2024). The Influence of Perceived Trust, Perceived Value, Perceived Usefulness, and Perceived Risk on College Students’ Initial Willingness to Pay for Online Knowledge. Creative Business and Sustainability Journal, 46(1), 1-24. doi:https://doi.org/10.58837/chula.cbsj.46.1.1
  16. Lazuardi, A., & Syahyuni, D. (2025). Pengaruh Kepercayaan dan Persepsi Resiko terhadap Keputusan Pembelian Aset Digital Cryptocurrency Dikalangan Masyarakat Kecamatan Tapos. Profit: Jurnal Manajemen, Bisnis dan Akuntansi, 4(1), 50-61. doi:https://doi.org/10.58192/profit.v4i1.2949
  17. Makhdum, M. F., & Aminah, S. (2022). Pengaruh Kepercayaan dan Persepsi Resiko terhadap Keputusan Pembelian Shopee di Sampang. Jurnal Ilmiah Universitas Batanghari Jambi, 22(2), 803-807. doi:http://dx.doi.org/10.33087/jiubj.v22i2.1898
  18. Marlina, W. A., Andriyani, F., & Intan, I. (2024). Investigating the Determinants of Online Fashion Purchases: Insights into Consumer Intention in the E-Commerce Marketplace. Jurnal Manajemen dan Kewirausahaan, 12(1), 89-99. doi:https://doi.org/10.26905/jmdk.v12i1.12289
  19. Moussaoui, A. E. E., & Benbba, B. (2023). Determinants of Consumer's Online Shopping Intention during COVID-19. Journal of Electronic Business & Digital Economics, 2(1), 69-88. doi:https://doi.org/10.1108/JEBDE-01-2023-0002
  20. Pan, X., Xiong, W., Pu, S., Han, F., & Zhang, A. (2023). Trust, Perceived Benefits, and Purchase Intention in C2C E-Commerce: An Empirical Testing in China. Journal of Organizational and End User Computing (JOEUC), 35(3), 1-15. doi:https://doi.org/10.4018/joeuc.325508
  21. Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134. doi:https://doi.org/10.1080/10864415.2003.11044275
  22. Phamthi, V. A., Nagy, Á., & Ngo, T. M. (2024). The Influence of Perceived Risk on Purchase Intention in E?Commerce—Systematic Review and Research Agenda. International Journal of Consumer Studies, 48(4), 1-28. doi:https://doi.org/10.1111/ijcs.13067
  23. Pratama, R. Y., & Harsono, S. (2025). The Influence of Perceived Risk on Trust, E-WOM, and Purchase Intention in Shopee Users. Jurnal Riset Ekonomi, Manajemen, dan Bisnis, 2(1), 1-5. doi:https://doi.org/10.9744/jremb.2.1.1-5
  24. Pratiwi, T. R. D., Rizki, M., & Asrol, S. (2024). The Influence of Trust, Convenience and Risk on Decisions to Purchase Beauty Products Online Via E-Commerce (Case Study of UIN Raden Fatah Palembang Student). Journal of Social Entrepreneurship and Creative Technology, 1(2), 99-110. doi:https://doi.org/10.70177/jseact.v1i2.1452
  25. Rosillo-Díaz, E., Muñoz-Rosas, J. F., & Blanco-Encomienda, F. J. (2024). Impact of Heuristic–Systematic Cues on the Purchase Intention of the Electronic Commerce Consumer Through the Perception of Product Quality. Journal of Retailing and Consumer Services, 81, 1-12. doi:https://doi.org/10.1016/j.jretconser.2024.103980
  26. Sarastila, C., Pertiwi, V. i. A., & Kustanti, A. (2021). Model Penerimaan Teknologi dan Kepercayaan Konsumen terhadap Minat Beli Tanaman Hias Melalui E-Commerce Saat Pandemi Covid-19. Jurnal Sosial Ekonomi Pertanian, 17(2), 13-26. doi:https://doi.org/10.20956/jsep.v17i2.14555
  27. Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2024). Effects of Virtual Try-on Technology as an innovative E-Commerce Tool on Consumers' Online Purchase Intentions. European Journal of Innovation Management. doi:https://doi.org/10.1108/EJIM-05-2024-0516
  28. Shukla, M., Jain, V., & Misra, R. (2022). Factors Influencing Smartphone Based Online Shopping: An Empirical Study of Young Women Shoppers. Asia Pacific Journal of Marketing and Logistics, 34(5), 1060-1077. doi:https://doi.org/10.1108/APJML-01-2021-0042
  29. Silaban, D., Jaunanda, M., & Ferdinand, F. (2020). Perceived Risk and Intention to Purchase from Overseas Sellers in Shopee: Jabodetabek Consumer Perspective. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 7(2), 259-271. doi:https://doi.org/10.35794/jmbi.v7i2.30268
  30. Suryati, L., & Fenny, F. (2024). The Relationship Between Brand Reputation and Risk Perception on Customer Purchasing Decisions on E-commerce Platforms. Siber International Journal of Digital Business (SIJDB), 2(2), 129-137. doi:https://doi.org/10.38035/sijdb.v2i2.107
  31. Syaharani, S. A., Putri, N. E., & Maleha, N. Y. (2025). Peran Kemudahan Akses, Persepsi Resiko dan Kepercayaan dalam Penggunaan E-Commerce. Jurnal Bisnis dan Manajemen (JURBISMAN), 3(2), 411-424. doi:https://doi.org/10.61930/jurbisman.v3i2.1126
  32. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478. doi:https://doi.org/10.2307/30036540
  33. Wijoyo, A., & Cindy, N. (2024). Purchase Intention of Accounting Students in E-Commerce. Journal of Law and Regulation Governance, 2(6), 238-246. doi:https://doi.org/10.57185/jlarg.v2i6.61