Abstract:
In today‟s fast changing business environment, it‟s extremely important to be able to
respond to client needs in the most effective and timely manner. Online Shopping is a
lifestyle e-commerce web application, which retails various fashion and lifestyle
products. The way fashion is consumed has radically changed with the introduction of
the new technologies. Cotton Ink is an online store that was launched in 2008. This
research was to analyze the influence toward purchase intention. The researcher used
Quantitative Method as the method of this research. There were 100 respondents who
takes part in this research. 3 characteristics of clothing brand online toward purchase
intention in this research are Website quality, Celebrity endorsement, and Electronic
Word of Mouth. SPSS 20 is utilized to the test relationship between variables. In this
research finding the significant influence, result show Website Quality has significant
value is 0.018, Celebrity Endorsement has significant value is 0.000, Electronic
Word of Mouth has significant value is 0.007 there is 3 independent variables that
has significant influence which is less than α 0.05. F-Test shows the F value =
31.475, with a significance level of 0.000 it means 3 variables has simultaneously
influence, and all independent variables are 50.3% represent all variables that may
website quality, celebrity endorsement and E-WOM that influence the dependent
variable purchase intention of clothing brand online at Cotton Ink Indonesia.
