DETERMINATION OF PURCHASE INTENTION OF BASIC NEEDS ON E-COMMERCE DURING COVID-19 PANDEMIC

E-commerce entrepreneurs in Indonesia are categorized as low when compared to businesses without e-commerce. The emergence of the Covid-19 pandemic has changed people's behavior in meeting basic needs, which tend to use e-commerce for shopping. Indonesia includes the active use of ecommerce in buying basic needs. This study aims to examine the factors that influence purchase intention of basic needs through e-commerce such as knowledge, brand attitudes, site trust, and perceived value which are considered to affect purchase intention of basic needs through e-commerce. The sampling technique used purposive sampling with the Partial Least Square analysis tool. The results of this study indicate that e-commerce knowledge and brand attitudes do not have a positive effect on purchase intention of basic needs through e-commerce. Meanwhile, site trust and perceived value can mediate between e-commerce knowledge and brand attitudes towards purchase intention of basic needs through e-commerce.