http://iaeme.com/Home/journal/IJMET 386 editor@iaeme.com International Journal of Mechanical Engineering and Technology (IJMET) Volume 10, Issue 1, January 2019, pp. 386–395, Article ID: IJMET_10_01_039 Available online at http://iaeme.com/Home/issue/IJMET?Volume=10&Issue=1 ISSN Print: 0976-6340 and ISSN Online: 0976-6359 © IAEME Publication Scopus Indexed CONSUMER BEHAVIOR ANALYSIS OF INTENTION TO BUY ON SOCIAL COMMERCE IN INDONESIA Andry Hartanto, Sfenrianto Sfenrianto, Bagas Ditya Anggaragita, Ivan Mulia Information Systems Management Department, BINUS Graduate Program – Master of Information System Managements Jakarta, Indonesia 11480 ABSTRACT The purpose of this study was to determine consumer behavior towards purchases on social commerce in Indonesia. Research is quantitative using theories from previous studies. Statistical analysis was performed using Multiple Linear Regression. The data was collected using an online questionnaire on a sample of users who had made transactions and accessed social commerce as many as 161 people. Data analysis in this study using SPSS v25 software. The results of hypothesis testing show that the variable E-WOM, Customer Satisfaction, Trust, Social Existence, and Quality Information have a significant effect on consumers' efforts to make purchases, while variable sharing and social support have no effect. Key words: Online Shopping, Social Commerce, intention to buy. Cite this Article: Andry Hartanto, Sfenrianto Sfenrianto, Bagas Ditya Anggaragita and Ivan Mulia, Consumer Behavior Analysis of Intention To Buy on Social Commerce In Indonesia, International Journal of Mechanical Engineering and Technology, 10(1), 2019, pp. 386–395. http://iaeme.com/Home/issue/IJMET?Volume=10&Issue=1 1. INTRODUCTION The growth of the internet is increasingly fast, allowing everyone to easily communicate, and not only communicate, but transact with each other anytime and anywhere with people all over the world. Because of this convenience, a phenomenon arises where people no longer shop through conventional stores, but through online shopping or what can be called E- Commerce. Worldwide e-commerce revenues reached nearly 1,183 billion US dollars in 2016 and are expected to continue to increase [35]. In Indonesia, E-Commerce sales reached 10.9 billion USD or around Rp 1.477 trillion in 2017 [38]. This shows that Indonesia is a country with high E-Commerce growth. With the growth of social media usage now increasing, the number of social media users worldwide in the year 2018 is 3.196 billion, up by 13% year-on- year [34].