Analysis of SOR Framework Concerning Online Shopping Value and Web Satisfaction on E-Commerce

Online shopping transactions on e-commerce in Indonesia are increasing. E-commerce players continue to attempt and develop strategies attract users online. This research analyze through the SOR (Stimulus, Organism, Response) framework driving factors for users, especially Shopee making online purchases regarding value web satisfaction provided services, problems related high number of shopping. amount impulsive spending money large from big sale programs that displayed. The approach this was qualitative descriptive analysis results questionnaires obtained by 385 respondents using Guttman Scale interviewing 10 informants as supporting empirical data. study reproducibility coefficient is 0.94 a scalability 0.63, with reliable test Richard Kuderson formula (KR20) 0.2 which declared valid reliable. In addition, most important factor purchase intention study, namely free shipping feature percentage 48.1%. Recommendations future focus peak moments shopping, such Ramadan sale, celebration national day others. expanding informants, order expand re-design used.