The Influence of E-Commerce Features on Consumer Purchase Decision: A Study of Logistics Integration, Artificial Intelligence Integration, Gamification, and Social Commerce Elements
Main Article Content
The rapid growth of e-commerce in Indonesia has led to significant changes in consumer behavior, with features such as artificial intelligence (AI), social commerce, gamification, and logistics integration playing key roles in shaping purchasing decisions. Despite their extensive use, empirical evidence on the comparative impact of these features on consumer behavior remains limited. This study aims to evaluate the influence of these four features on consumer purchase decisions, platform traffic, and sales within the Indonesian e-commerce context. Using a quantitative approach, a survey was conducted with 260 respondents from the Jabodetabek region, focusing on their perceptions and usage patterns of e-commerce features. The research employed multiple linear regression analysis to examine the relationships between these features and consumer behavior. The findings indicate that social commerce has the strongest influence on purchase decisions, while gamification significantly impacts platform traffic and sales. Artificial intelligence and logistics integration also contribute positively, but to a lesser extent. The study provides actionable insights for e-commerce platforms to prioritize features that most effectively drive consumer engagement and loyalty. Practically, it suggests that platforms should focus on enhancing social commerce and logistics integration features for immediate improvements, while gamification and artificial intelligence can be further optimized for long-term growth. This research contributes to both theory and practice by extending the Stimulus–Organism–Response (S-O-R) framework and providing e-commerce professionals with strategies for feature optimization and user segmentation.
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