FACTORS INFLUECING PURCHASE INTENTION AMONG MILLENNIAL GENERATIONS ON ONLINE E-COMMERCE AT GREATER JAKARTA (CASE STUDY OF BLIBLI.COM)

Abstract

Purpose – The purpose of this study is to give better understanding about the Online E-commerce on millennial generation at Greater Jakarta; how the factors are influencing the customer’s purchase intentions specifically towards Blibli.com. The measurement used in this study is to determine purchase intention trough: perceived ease of use, perceived usefulness, perceived enjoyment, perceived price, trust, subjective norm, and E-word of mouth. Design / Methodology / Approach – This study used the quantitative method and used questionnaire as the media to collect respondent. The researcher used snowball sampling, which spread online via Google form with the total of 225 respondents. This study used statistical software to test the validity and reliability of the variables. Moreover, this study measures the hypothesis by using Multiple Linear Regression. Findings – The result of data processing shows the relationship between online purchase intentions in Blibli.com can be influence with a decent perceived ease of use, trust, and e-word of mouth. Originality / Value – This research objective is to provide perception and views for ecommerce in Indonesia, especially Blibli.com that is one of the concern of this study, to remain competitive with other online platforms. Moreover, this study provides recommendations for Blibli.com to considered factors influencing purchase intention among millennials generation, spesifically people who live in Greater Jakarta