Analysis of SOR Framework Concerning Online Shopping Value and Web Satisfaction on E-Commerce

Tika Sartika, Muhammad Fikry Aransyah


Online shopping transactions on e-commerce in Indonesia are increasing. E-commerce players continue to attempt and develop strategies to attract users in shopping online. This research analyze through the SOR (Stimulus, Organism, Response) framework on the driving factors for e-commerce users, especially Shopee in making online purchases regarding online shopping value and web satisfaction provided on Shopee services, problems related to the high number of e-commerce shopping. and the amount of impulsive spending money in the large number from big sale programs that are displayed.  The approach of this research was qualitative through descriptive analysis of the results of questionnaires obtained by 385 respondents in Indonesia using the Guttman Scale and interviewing 10 informants as supporting empirical data. The results of this study was reproducibility coefficient is 0.94 and a scalability coefficient is 0.63, with reliable test using the Richard Kuderson formula (KR20) is 0.2 which was declared valid and reliable. In addition, the most important driving factor for purchase intention was obtained from this study, namely the free shipping feature with a percentage of 48.1%. Recommendations for future research is to focus on research on the peak moments of online shopping, such as the Ramadan big sale, and the celebration of the national shopping day and others. In addition, expanding respondents and informants, in order to expand the study and re-design related to the framework used.

Full Text:



Miniwatts Marketing Group, “Internet User Distribution,”, 2021. (accessed Mar. 16, 2021).

H. Widowato, “Indonesia Jadi Negara dengan Pertumbuhan E-Commerce Tercepat di Dunia,”,2019. (accessed Mar. 16, 2021).

S. Krisnanda and Rulirianto, “Pengaruh Nilai Hedonik dan Nilai Utilitarian terhadap Minat Beli Ulang Online Shop Shopee (Studi Pada Mahasiswa D-IV Manajemen Pemasaran Angkatan 2015 - 2018 Politeknik Negeri Malang),” J A B J. Apl. Bisnis, vol. 5, no. 1, pp. 191–193, 2019.

N. Nyoman and K. Yasa, “Aplikasi Model Stimulus–Organism– Response Data Pertumbuhan Internet di Indonesia,” pp. 23–33, 2013.

S. Prashar, T. S. Vijay, and C. Parsad, “Effects of Online Shopping Values and Website Cue on Purchase behaviour: A Study Using S–O–R Framework,” J. Decis. Makers, vol. 42, no. 1, pp. 1–18, 2017, doi: 10.1177/0256090916686681.

T. S. Vijay, S. Prashar, and V. Sahay, “The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty : Mediating Role of E- Satisfaction,” J. Theor. Appl. Electron. Commer. Res., vol. 14, no. 1, pp. 1–15, 2019, doi: 10.4067/S0718-18762019000100102.

A. H. Purwantini, “Investigasi Motivasi Niat Partisipasi di Social Commerce: Analisis S-O-R Framework,” Berk. Akunt. dan Keuang. Indones, vol. 2, no. 2, pp. 73–93, 2017, doi: 10.20473/baki.v2i2.3736.

Y. D. Genadi and L. M. Furkan, “Pengaruh Informativeness, Entertainment, dan Irritating terhadap Attitude Toward Social Media Advertising pada Masyarakat Kota Mataram,” Jmm Unram - Master Manag, vol. 9, no. 2, pp. 186–197, 2020, doi: 10.29303/jmm.v9i2.538.

M. J. Kim, C. K. Lee, and T. Jung, “Exploring Consumer Behavior in Virtual Reality Tourism using an Extended Stimulus-Organism-Response Model,” J. Travel Res, vol. 59, no. 1, pp. 69–89, 2020, doi: 10.1177/0047287518818915.

M. T. Syastra and Y. Wangdra, “Analisis Online Impulse Buying dengan menggunakan Framework SOR,” J. Sist. Inf. Bisnis, vol. 02, pp. 133–140, 2018.

Sugiyono, Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta, 2019.

Iskani, “Pengukuran Skala Guttman Secara Tradisional (Cross Sectional),” ejournal.poltektegal, 2014. (accessed Apr. 17, 2021).

E. Catarina, “5 E-Commerce yang Paling Banyak Dikunjungi di Indonesia,”, 2021. (accessed Apr. 17, 2021).

B. Bungin, Metode Penelitian Kuantitatif. Jakarta: Prenada Media Group, 2010.

A. Usman Rianse, Metodologi Penelitian Sosial dan Ekonomi (Teori dan Aplikasi). Bandung: Alfabeta, 2008.

H. Kuswanto, “Analisis Prinsip Layout and Composition pada Web Design Perusahaan PT Bank Rakyat Indonesia, Tbk dan PT FIF Group” berdasarkan Buku “The Principle of Beautiful Website Design (2nd Edition) By Jason Beaird.,” J. Electron. Informatics Vocat. Educ., vol. 2, no. 1, pp. 1–7, 2017.


Article Metrics

Abstract view : 429 times
PDF - 206 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.