Indonesia is experiencing rapid development in the field of e-commerce today compared to the previous few years. E-commerce began to develop in Indonesia in 1999, until 2009, various e-commerce platforms in Indonesia began to develop [1]. News of this rapid development is reinforced by the many marketplaces currently dominating the Indonesian market such as Tokopedia, Bukalapak, Shopee, Lazada, Blibli, JD.Id and Sale Stock Indonesia. The number of e-commerce sites in Indonesia shows that in this digital era there has been a change in consumer shopping behavior. Consumer behavior is experiencing a trend of change from offline to online shopping [2].

A survey conducted by Shopback on 1,000 respondents in Indonesia showed that as many as 70.2% of respondents considered the existence of online stores to influence their shopping behavior. Respondents admitted that they shop online more often than shop at offline stores [3].

The online purchase decision is a selection process to evaluate two or more alternative behaviors and choose one of them. Technological developments affect the buying decision process of online consumers on purchase intentions [4]. This also determines the process of selecting alternative goods to be purchased. This selection process is closely related to personal characteristics, vendors/services, website quality, purchase attitudes, online purchasing intentions and decision making. The shift in purchasing trends from offline to online has made online businesses a new choice for consumers in shopping. Ease of use (ease of use) is defined as the convenience felt by the user because the process is not burdensome. Perceived ease of use and perceived benefits have a positive impact on Indonesian consumers repurchase intentions in the e-commerce industry, both directly and indirectly through trust. [5]. There are two factors that influence consumer behavior in making purchases, namely factors that cannot be controlled and factors that can be controlled [6]. Factors that cannot be controlled include consumer characteristics, environmental characteristics and seller and intermediary characteristics. The factors that can be controlled include product/service characteristics and e-commerce systems which include motivational factors, website features and customer service.

Shopping motivation is a behavioral drive that makes consumers satisfy their internal needs. The popular shopping motivation is hedonic motivation. Hedonic shopping motivation captures the various kinds of hedonic feelings that compulsive shoppers want to experience during shopping [7]. Hedonic shopping motivation is the same as the task orientation of utilitarian shopping motivation, only the task is more likely to fulfill hedonic needs such as the experience of getting pleasure, fantasy and sensory stimulus [8]. Hedonic shopping motivation can be interpreted as shopping behavior related to intrinsic reasons, multisensory, fantasy and emotional aspects in meeting needs. [9]. From previous studies, several factors of Hedonic Shopping Motivation were found, namely Idea shopping, Relaxation shopping, Value shopping, Adventure shopping and Social shopping [10].

Various forms of goods in e-commerce can be found, including building material products. Many customers may be more interested in shopping for building material products offline or visiting building shops directly. However, not a few at this time actually have found customers who subscribe to online shopping for material products. Therefore, this study seeks to explain the motivational factors for shopping for building material products through e-commerce.

Theoretical Foundation

E-commerce has benefits; then, the consumer will use the system. On the other hand, if they put their Trust in a system that is not useful, they will leave it. The rapid development of the internet and digital in the era of globalization has led to the formation of a new business world where everyone can communicate with others without any limitations [11]. At this time, consumers can easily make buying and selling transactions online. The era of globalization demands fast and easy services and services. In this era, e-commerce has emerged, which is useful as a liaison between consumers and producers. In contrast, in e-commerce, some sellers and buyers can make buying and selling transactions through internet services and make payments online [12].

Based on Priansa defines Trust as a person's willingness to maintain an exchange based on the Trust of each party. This belief arises because both parties believe they can trust each other and have no intention of lying. Therefore, based on the above understanding, Trust or Trust can be concluded as the willingness of two individuals to depend on each other for an exchange or decision-making. That belief arises because both parties have the belief that each party does not have the intention to lie to violate that Trust.

The digital revolution affects traditional marketing to change into digital marketing. As explained by Philip Kotler and Gary Amstrong, our marketing has moved from traditional to digital marketing. According to Chaffey et al., [13], digital marketing is the application of digital technology that forms an online channel to the market. These digital technologies include websites, email, databases, digital TV and various other latest innovations, including blogs, feeds, podcasts and social media.

The process of purchasing decisions begins when consumers realize they want to make purchases to meet their needs. According to Rachbini [14], said that "Consumer buying decision is the decision processes and purchasing activities of people who purchase products for personal or household use and not for business purpose." (Consumer purchasing decisions are the decision-making processes and buying activities of people who buy products for personal household use and not for business purposes).

According to Leon and Leslie [15], the shift in Consumer Behavior is closely related to the concept of brand loyalty, where most companies provide support because they contribute to good market stability. Consumer behavior studies how individuals, groups and organizations select, purchase, use and release goods, services, ideas, or experiences to satisfy their needs and wants [16]. Meanwhile, according to Kotler and Keller [17], consumer behavior studies how individuals, groups and organizations choose, buy and use goods, services, ideas, or experiences to satisfy their needs and desires.

Thus, it can be concluded that consumer behavior is an action taken by individuals, groups and organizations toward a product or service and is followed by a decision-making process that occurs in it; this action is influenced by several factors, such as cultural, social, personal and psychological.

Kotler dan Keller [17], argue that consumer behavior is the study of how individuals, groups and organizations choose, buy, use and place goods, services, ideas, or experiences to satisfy their wants and needs. Meanwhile, according to Schiffman dan Kanuk, consumer behavior illustrates how individuals decide to ride available resources (time, money, effort) to buy goods related to consumption. Based on the assumptions of some experts, it can be summarized that consumer behavior is that before they do or decide to buy or use a particular trademark, they go through a psychological process where all attitudes, traits and activities will evaluate the performance results of products and services that are in, in a psychological process that on offer.

Figure1: Growth of E-Commerce Transactions in Indonesia

The purpose of this study is to explain the motivational factors for shopping for building material products through e-commerce. This research is a case study which takes a sample of several people who are customers of building shops in several E-commerce in Indonesia. Interviews were conducted with five building shop customers where the building shop has been registered in an e-commerce. The first step in determining these customers is to directly visit a building store that has been registered in an e-commerce. Then, from the purchase history at the store, it was possible to identify the location of delivery of material goods and determine the customers who were the interviewees in this study. The selection of customers who become informants in the study uses a purposive sampling technique in which this technique is believed to be able to fulfill the research objectives. Selected customers or sources must have specific criteria, namely high intensity of purchasing materials. Customers who have been shopping at an online store for a long time are believed to have a good ability to explain their motivational factors in shopping through e-commerce.

The names of the informants were deliberately disguised at the request of the relevant parties and this was also done to ensure confidentiality in the research. A research does need to keep the location and sources confidential if the topic of research discussion is sensitive and confidential. Surmiak [18], explained that confidentiality practices such as disguising the identity of study participants have become ethical in qualitative research. The study participants referred to here are all components involved in the study such as research objects and resource persons. This study uses in-depth analysis with an interpretive approach that seeks to interpret and understand life, the world and individuals through understanding text and pronunciation [19].

In other words, this research is a qualitative study. According to Gregory [20], Qualitative methods with a case study approach focus on how researchers interpret and understand experiences based on a person's place of life. Attride-Stirling divides the qualitative analysis procedure into three main stages, namely text reduction; text exploration and exploration integration [21]. That is, the interpretive approach is applied to the three main stages above. The data obtained will be interpreted and its meaning understood. Data analysis must also be supported by other sources such as previous research and articles related to the research theme being carried out.

In explaining the motivational factors for shopping for building material products through e-commerce, the researcher conducted interviews with five informants regarding their motivation for shopping for materials in e-commerce. The opinions of the sources have been summarized below.

First, several informants argued that by shopping through e-commerce there are several benefits to be gained. Like customers in general, customers who usually buy material goods also feel that e-commerce can save their energy.

Yes, I often shop online for materials for my home, I choose to shop online because it's easier for us not to waste energy going to hardware stores. I prefer online shopping because we can immediately find the items we want (Interviewee 1).

I see it in terms of cost and effort that we spend. If you go online, you don't need to waste your energy and the prices can also be seen directly and also in my opinion the prices at online stores can be cheaper. (Interviewee 3).

Not only in terms of the energy expended, but also in terms of prices in e-commerce, it is fairly economical. Indeed, in e-commerce, many items are presented at low prices, coupled with the many promos from each store. This is based on competition between businesses, customers want to find the best quality at the lowest price and businesses want to maximize profits, which means higher prices for customers or lower costs for businesses. [22]. By shopping at e-commerce, the interviewees also felt privacy security. Safety and energy saving have become strong reasons for sources to shop at E-commerce.

Apart from being safe and maintaining privacy, I also see that there is certainly an element of saving energy. There are also many choices of shops, so I can choose with satisfaction what I want. (Interviewee 2).

Ecommerce services are known as services that make it easy for users. This is what causes the emergence of customer satisfaction. Service from a business does have a positive relationship with the level of customer satisfaction [23]. E-commerce users are served by many shops or places to shop so that users can easily find the items they want at the price they want.

I'm actually more satisfied shopping online than shopping directly to building stores. Because sometimes when I go directly to hardware stores, the items I'm looking for are sometimes not available in stores (Interviewee 4).

Because online shopping is easier. So I myself as a customer are more free to find the building goods I want. In terms of satisfaction, of course as a customer in an e-commerce I have my own satisfaction in choosing goods (Interviewee 5).

Most of the interviewees believed that customer satisfaction exists when they find the items they want very easily. Therefore, from some of the explanations above, several motivational factors for shopping for material goods through e-commerce can also be drawn, including security factors, user convenience in finding goods, economical price factors and customer satisfaction factors.

This study aims to explain the motivational factors for shopping for building material products through e-commerce. The findings of this study explain that there are several factors that motivate customers in Indonesia to shop for material products through e-commerce, namely security factors, user convenience in finding goods, economical price factors and customer satisfaction factors. In terms of security, this has indeed been experienced by all e-commerce customers. Privacy in e-commerce means the anonymity of customers involved in internet transactions [24]. All e-commerce today really respects the privacy of their customers. Many e-commerce also provide shops that provide a variety of goods that every user can easily search for. Goods available on e-commerce are also known for their low prices. Besides being cheap, e-commerce also offers fast shopping activities [25]. This is because many shops try to set low prices in order to attract as many customers as possible. Competition between shops in an e-commerce is indeed very tight, so many shops do not hesitate to provide promos on their wares. The services from e-commerce above are the causes of customer satisfaction, so it's no wonder that one day new customers will continue to arrive.

Building goods such as materials are known to be relatively expensive. Shopping for materials through e-commerce can be a solution for material seekers. Ecommerce has many advantages that help every area of one's life [26]. There are many advantages offered by an e-commerce. Users belonging to modern society may be sensitive to the times. Ecommerce users can be said to be a group of people who are literate in the digital world. E-commerce itself is predicted to continue to grow, therefore its users must also develop in terms of awareness of the digital era.

This research finds that consumer behavior has changed, influenced by security, privacy and consumer satisfaction issues that have influenced online purchasing initiatives and decision-making. Consumers prefer an approach that makes it easy to shop for a building material product, thereby increasing cost competitiveness and personalizing design and service. Consumers expect benefits both online and offline to maximize the benefits of their purchase.

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