Abstract:
Purpose – The purpose of this study is to know the effect of Store Image toward
Purchase Intention of Luxury retail online in fashion industry within
Millennials in Jakarta.
Design – There are 22 items of measurement which had been distributed to
Millennials who have bought luxury fashion products online.
Quantitative methodology and convenience sampling technique was
used for this research. A total of 243 respondents were participated
but only 203 responses were valid. Validity and reliability test was
conducted to measure the data, followed by hypothesis testing with
multiple linear regression.
Findings – As the dimension of Store Image, Layout, Merchandise and Service
significantly influence Purchase Intention of luxury online store
within millennials in Jakarta.
Value – This research aim to give insight for luxury online retailers in fashion
industry about potential of millennial market in Jakarta, Indonesia.
Keywords – Layout, Merchandise, Service, Store Image, Purchase Intention,
Luxury Online Retail
