THE IMPACT OF MOTIVATION IN USING ONLINE SHOPPING CART ON THE FREQUENCY OF USING ONLINE SHOPPING CART WITH THE ONLINE SHOPPING FREQUENCY

The number of e-commerce in Indonesia allows consumers to make purchases, simply by selecting and putting the desired item in the online shopping cart and proceed with the payment process then the consumer just waiting for the item he wants to arrive at home. This study aims to determine the influence of online shopping cart use motivation to the frequency of online shopping cart use with the frequency of online buying. This research was conducted by distributing the questionnaire online to 120 respondents. From the results of this study conducted data processing with AMOS 23.0 to prove the influence of each research variable. The result of research shows that current purchase intent, taking advantage of price promotion has positive and significant effect of frequency of online shopping cart use and current purchase intent have a positive and significant effect of frequency of online buying. While entertainment purpose, organizational intent, and research and information search have no significant effect on the frequency of online shopping cart use.

Banyaknya e-commerce di Indonesia memudahkan konsumen untuk melakukan transaksi pembelian, hanya dengan memilih dan memasukkankan item yang diinginkan kedalam keranjang belanja online dan dilanjutkan dengan proses pembayaran maka konsumen tinggal menunggu item yang diinginkannya tiba di rumah. Penelitian ini bertujuan untuk mengetahui adanya pengaruh motivasi penggunaan keranjang belanja online terhadap frequency of online shopping cart use dengan frequency of online buying. Penelitian ini dilakukan dengan cara menyebarkan kuesioner online kepada 120 orang responden. Dari hasil penelitian tersebut dilakukan pengolahan data dengan AMOS 23.0 untuk membuktikan pengaruh dari masingmasing variabel penelitian. Hasil penelitian menunjukkan current purchase intent, taking advantage of price promotion berpengaruh positif dan signifikan terhadap frequency of online shopping cart use dan current purchase intentberpengaruhpositif dan signifikan terhadap frequency of online buying. Sedangkan entertainment purpose, organizational intent, dan research and information search tidak berpengaruh signifikan terhadap frequency of online shopping cart use. p-1412-3789 www.journalmabis.org e-2477-1783 68 information from an item. The last value of shopping is the sensation and benefits associated with finding an agreement and obtaining the items sold (Arnold and Reynolds 2003). Based on utilitarian motivations and hedonic motivation, a model is proposed that can show the frequency of online shopping cart use and frequency of online buying, namely : a) current purchase intent, taking advantage of the price promotion, c) entertainment purpose, d) using the cart with organizational intent, e) research and information search.
From the model above, the research is a replication of a journal entitled "Beyond Buying: Motivations of Behind Consumers Online Shopping Cart Use" written by Close and Kinney (2010). The thing that makes a difference is that in reference research journals conducted in the United States where the development of e-commerce in the country has been evenly distributed and the people in that country are already familiar with e-commerce, while this research is conducted in Indonesia. Indonesia as a developing country with internet infrastructure that has not been evenly distributed; has experienced considerable growth in online shopping, but actual purchase online still needs to be improved. Data from inside.ID shows that 97% of internet users in Indonesia have visited online shopping sites, but only 33% visited 2-3 times a week.
In addition, Close & Kinney (2010) stated that the frequency of using an online shopping basket will affect behavior. Statistical data from several research institutions shows that around 65-74% of consumers do shopping carts abandonment (canceling online purchases that have been included in the basket). Serrano (2018) showed that the most frequently reason for this cancellation is the unexpected cost of this online transaction. With data like this, the relationship between the effect of frequency of shopping carts on online shopping behavior needs to be investigated further.

The Research Objective
The objectives of this research are : 1. To find out and analyze the influence of current purchase intent (intention when buying) with the increasing frequency of online shopping cart use (frequency of use of online shopping cart) 2. To find out and analyze the influence between taking advantage of price promotion with the increasing frequency of online shopping cart use (frequency of use of online shopping carts) 3. To find out and analyze the influence of entertainment purpose (shopping online as entertainment) with the increasing frequency of online shopping cart use (frequency of use of online shopping carts) 4. To find out and analyze the influence of organizational intent (the organizing in online shopping) with the increasing frequency of online shopping cart use (frequency of using online shopping carts) 5. To find out and analyze the influence of research and information search with the increasing frequency of online shopping cart use (frequency of using online shopping carts) 6. To find out and analyze the influence of current purchase intent (intention when buying) with the increasing frequency of online buying (frequency of online purchases). 7. To find out and analyze the influence of the frequency of online shopping cart use (frequency of online shopping basket use) and frequency of online buying (frequency of online purchases).

Literature Review
Current purchase intent, according to Howard and Sheth (1969), is a cognitive state that reflects the plan of consumers to buy in a certain period of time; the intention to purchase, p-1412-3789 www.journalmabis.org e-2477-1783 69 according to Close and Kinney (2010), belongs to the utilitarian motivation.
Taking advantage of the price promotion is an offer that benefits and attracts consumers' attention because the seller offers lower prices or other benefits, such as certain bonuses, so that consumers tend to take advantage of the price of the promotion offered. If it is interpreted separately, the price is the amount of money to be paid for obtaining products, the amount of money charged for products or services, or the amount of value that consumers exchange to get benefits from owning or using products and services (Kotler 2010). While promotion, according to Kotler (2010) is an activity that communicates the benefits of the product and persuades consumers to buy it.
Entertainment purpose is to put items into an online shopping basket as an escape from boredom and as entertainment or enjoyment-seeking (Close and Kinney 2010). Meanhile, using the cart with organizational intent is the extent to which consumers place the desired items, consumers choose and organize it into one on an online shopping basket container (Close and Kinney 2010). Then, research and information search is tracking information that consumers do referring to researching and gathering information about products or items (Close and Kinney, 2010).
The frequency of online shopping cart use means how often the repetition of ecommerce consumers use online shopping carts. If it is interpreted separately; frequency, in the large dictionary of Indonesian; is interpreted as a measure of the number of repetitions in an event or event at a time. Online shopping baskets are a tool commonly found in every ecommerce. The usage of online shopping carts itself is an activity that makes it easy for consumers to organize selected items, and as a tool in finding more information about the desired item (Close and Kinney 2010) and frequency of online buying is how often consumers repeat e-commerce in shopping or making purchases online. Closely related to the usage of the internet and websites in a business transaction is a process that enables digital transactions between organizations and individuals (Lauden and Traver 2008).

Research Method
From a theoretical basis a research model is formed as shown below: To prove the validity of the hypothesis, a study was conducted by distributing questionnaires to 120 respondents, where the respondents were e-commerce consumers. The purpose of this thesis study is causal to test whether one variable causes another change. The results of the questionnaire were then processed, made into model using the Structural Equation Modeling technique to prove the impact of each variable.

Result and Discussion
The results of the questionnaire were processed using the AMOS 23.0 program. The results of the research are in the form of validity and reliability test, measurement model, structural model, and hypothesis of the study.        Once a month 81 67.5% 5.
More than 5 times a month 3 2.5% Source:data processed        Measurement model test was conducted and the standard estimate value can be seen. If the value meets the criteria, which is <0.5, then proceed with measuring of fit (GOF), then the results of the Table 18. From the results of table 18, it shows that the compatibility test has met the criteria. After doing the Goodness of Fit test, then proceed with testing the validity and reliability of the measurement model. From the results obtained, all indicators are valid, because it has a standard loading <0.5. After that, it is continued by calculating AVE and CR. The results can be seen in    Then, it is continued with the structural model used in this study carried out using Amos version 23.0 for windows followed by a compatibility test or Goodness of Fit with the following results:   Table 20 shows that all variables in the study have met the structural model compatibility criteria, so that the research can be continued on testing the hypothesis model. The results above show that current purchase intent affects the frequency of online buying. This happens because when consumers visit e-commerce they do plan to make a purchase at that time, so that consumers will also use an online shopping cart. The results of this research indicate that taking advantage of price promotion has a significant impact on the frequency of online shopping cart use. The promotion offered by e-commerce makes consumers interested in taking that promotion. Price promotion also provides a distinct advantage for consumers so that it attracts the attention of consumers to make purchase transactions by choosing and putting the desired item into an online shopping basket.
For entertainment purpose, it is not proven to affect the frequency of online shopping cart use. In its use as entertainment, consumers of e-commerce do not put items into online shopping baskets, simply by looking at existing items is enough for consumers to feel entertained. Organizational intent does not affect the frequency of online shopping cart use. Consumers tend to directly make purchases when online takes place, so it is not necessary to organize items in which the purpose is to make it easier to find the desired item when online or they want to make a purchase in the future. Besides that, consumers do not need an online shopping cart to save time narrowing down choices, and further evaluate selected items.
It is the same with research and information search, which is not proven to have an impact on the frequency of online shopping cart use. The e-commerce consumers feel that they know enough information on the item by simply looking at the information that already exists p-1412-3789 www.journalmabis.org e-2477-1783 77 on the item, without the need to put the item into the online shopping basket. Furthermore, the frequency of online cart use has no impact on the frequency of online buying. This can happen because consumers can only put items into the shopping basket without making a purchase transaction. Meanwhile, this current purchase intent has an impact on the frequency of online buying. If there is an intention to buy, the consumer will realize that intention by making a purchase transaction. In that way, consumers who already have the intention to buy an item do not take long to decide to immediately buy.

Conclusion
Based on the results of the tests, from the 7 research hypotheses that have been tested, 3 hypotheses were accepted and 4 hypotheses were rejected. For the accepted hypothesis, current purchase intent has a positive and significant impact on the frequency of online buying, taking advantage of price promotion has a positive and significant impact on frequency of online shopping cart use and current purchase intent and has a positive and significant impact on frequency of online buying. Meanwhile, the rejected hypothesis, namely entertainment purpose, does not have a significant impact on the frequency of online shopping cart use, organizational intent has no significant impact on the frequency of online shopping cart use, research and information search has no impact on the frequency of online shopping cart use, frequency of online cart use does not affect the frequency of online buying. Recommendations given to e-commerce sellers is making the appearance of an online shopping basket as attractive as possible so that consumers are interested in putting items into it, as well as providing more complete information about items; so it can be noticed if the items are in the online shopping basket. The recommendation for further research is to expand the subject area, so that the research results can be applied throughout Indonesia.