PURCHASING INTENTION OF ONLINE SHOPPER AT ZALORA INDONESIA ( A STUDY CASE AMONG MILLENNIALS IN JAKARTA)

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.