THE INFLUENCE OF WEBSITE QUALITY, CELEBRITY ENDORSEMENT, AND ELECTRONIC WORD OF MOUTH TOWARD PURCHASE INTENTION OF CLOTHING BRAND ONLINE (CASE STUDY OF COTTON INK INDONESIA)

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.