Abstract:
This research entitled “Purchasing Intention of Online Shopper at Zalora
Indonesia (A study case among millennials in Jakarta)” was conducted to 150
respondents who shop at Zalora Indonesia website and are living in Jakarta.
The objectives of this study is to determine how to increase the popularity and
maintain a strong position in the market at the same time determine how
variables like perceived price, perceived convenience,perceived ease of use
social influence and perceived playfulness can influence the purchasing
intention of those millennials living in Jakarta.Data analysis techniques used
were multiple linear regression with least squares equation and test hypothesis
using t-statistic for testing the regression coefficients and F-statistic to testing
the impact together with 5% margin of error. It also tested the classical
assumptions that included tests of normality, multicollinearity,
heterocedasticity and autocorrelation test. This shows the available data has
been qualified using multiple linear regression equation model. The result
indicates that Perceived Price (X1) and Social Influence (X4) has no
significant influence on Purchase Intention on Zalora Indonesia in Jakarta.
The variables Perceived Convenience (X2), Perceived Ease of Use (X3), and
Perceived Playfulness (X5) have significantly positive impact on Purchase
Intention on Zalora Indonesia in Jakarta. The adjusted R square is 0.462, this
mean that, 46.2% of the independent variables (Perceived Price, Perceived
Convenience, Perceived Ease of Use, Social Influence and Perceived
Playfulness) affect dependent variable (Purchase Intention). On the other
hand, 53.8% is explained by other factors which are not examined in this
research.
