The Implementation of Theory of Planned Behavior to Find Out the Intention and Buying Behavior in Portal Lelang Indonesia

Abstract

The Covid-19 pandemic has caused changes in consumer behavior, including online auction transactions. Portal Lelang Indonesia is an online auction marketplace in Indonesia developed by the Directorate General of State Assets, the Ministry of Finance of Indonesia. The number of auctions in Indonesia continues to increase day by day, but there are productivity problems due to the low number of goods sold. Theory of Planned Behavior (TPB) has been widely used to conduct research in various fields including studying buying behavior through online auction. Trust added to this research to get a better understanding of online auction usage. Attitude, subjective norm, perceived behavioral control and trust have a direct influence and significant positive effect on purchase intention and buying behavior in Portal Lelang Indonesia. Perceived behavioral control has an important role because it has the biggest impact on the implementation of online auctions in Indonesia. The Indonesian government should pay attention to the PCB aspect in improving the quality of Portal Lelang Indonesia because it will have the biggest impact on increasing purchase intentions and buying behavior.