ANTECEDENTS OF ONLINE EXPERIENCE ON E-COMMERCE PLATFORM IN INDONESIA

The developments of online technology in Indonesia had transformed how businesses approach Indonesian customers, leading to the rise of e-commerce. This research was conducted by distributing questionnaires to 196 respondents
who are a leading e-commerce platform in Indonesia. Multiple regression analysis had been used to test the hypotheses. The study found that perceived usability, perceived enjoyment, and online social interaction had a significant positive effect on the online experience. This study helps online shopping platforms to understand the opportunity to enhance the online experience of their customers.