THE INFLUENCE OF ONLINE STORE ATMOSPHERE AND LAYOUT DESIGN ON PURCHASE INTENTION BY USING S-O-R MODEL : A CASE STUDY OF BLIBLI.COM CUSTOMERS IN JAKARTA

Abstract

Purpose This research aims to find whether online store atmosphere and layout design influence emotional arousal and attitude toward website. It is also to find the influence of emotional arousal and attitude toward website on purchase intention of employees in greater Jakarta who visited Blibli.com at least one time. They are in the age of 21 – 45 years old. Methodology Quantitative uses primary data by distributed questionnaires to 268 employees in greater Jakarta who are in the age of 21 – 45 as the respondent. The questionnaire was validated and reliable to be analyzed. The range of validity number was 0.600 – 0.859. The demographic question asked about gender, age, occupation, income, product shopping category, online shopping frequency, and living area. Structural Equation Modeling was used to test hypothesis and theoretical framework. Finding All the independent variables influence dependent variable. Purchase intention significantly influenced by online store atmosphere and layout design through emotional arousal and attitude toward website. xii Originality/value This is the first study conducted in greater Jakarta about the influence of online store atmosphere and layout design on purchase intention by using S-O-R model in Blibli.com as the local e-commerce from Indonesia. The framework of this research replicated from Wu, et al. (2013). They took a case study in Taiwan, while this research took a case study in Indonesia especially in Jakarta. There is one hypothesis does not appropriate with previous research, which is online store atmosphere positively influence attitude toward website.