Abstract:
Voyej is one of the success story of a leather goods business that emerged from online community. Part of Voyej’s success and wide expansion nationwide as well as overseas are because of their online presence, which has been their main venture for as long as they exist. But, their sales in the year 2016 and 2017 was decreasing and also it didn’t reach their annual target sales. Voyej assumed there are problems in the marketing sector. The official website which serves as their main online marketing tool must have an impact toward their sales, so Voyej wants to improve their website. Therefore, the objective of this research is to analyze which website attributes has the highest influence toward customer’s purchase intention, so it will be easier to pinpoint which aspect of the website should be improved. This research focuses on Jakarta area considering Voyej mainly operates in Jakarta, and also this city has the most retailers who sold Voyej’s product. The researcher distributed questionnaires using a non-probability sampling technique with purposive sampling method and there are 206 people who know Voyej and have previous experience of accessing Voyej’s official website. With data processing using SPSS 22.0, the results revealed that the specific website attributes used in this research (information quality, website features, product factors) have a significant influence towards consumer purchase intention to buy Voyej product. Among them, product factors is the most influential factor toward purchase intention. The result of the study expected to serve as a reference or basis for next Voyej’s official website improvement with hope that it can raise their sales in the future.
