The Reality of Consumer Behavior in Online Shopping After the Outbreak in Indonesia

New opportunities arise in the shape of the digital economy because of advances in information and communication technologies. The digital economy is led by e-commerce, which sees an annual increase in transaction value. In this instance, one's shopping habits are shifting from offline to online, and the number of people buying online is growing. After the pandemic, online shopping has dropped sharply, and the value of transactions has fallen short of expectations. To better understand how e-commerce platforms in Indonesia affect consumers' purchasing habits, this study will analyze five criteria: product variety, convenience, payment method, trust, and psychological factors on online buying behavior. For technical analysis data will be using Multiple Regression Analysis. All data analysis is in quantitative investigation. A total of 300 online shoppers from Indonesian e-commerce platforms participated in this survey, which used the Non-Probability Sampling technique. There was a substantial relationship between online shopping behavior and product variety and psychological factors, but no significant relationship between online shopping behavior with trust, convenience, or payment methods.