| dc.description.abstract | More and more people are turning to online shopping and e-commerce
rather than traditional means of purchasing products and services. This is
particularly true in Indonesia where there is a huge population and a large amount
of the population has electronic gadgets such as smartphones and laptops. That is
why marketers in Indonesia have to pay more attention to the factors that leads a
potential customer into an actual revenue generating customer. The main factors for
customer purchase intention that online shops should explore are Brand Orientation,
Impulse Purchase Orientation, Online Trust, Prior Online Purchase Experience, and
Perceived Ease of Use. By adjusting their marketing strategies and tactics to be
tailored to the factors that affect customer purchase intention, companies will be
able to generate more revenue as they will be able to turn more people into paying
customers.
The purpose of this study is to examine the effect of the 5 factors mentioned
above, Brand Orientation, Impulse Purchase Orientation, Online Trust, Prior Online
Purchase Experience, and Perceived Ease of Use, and their effect on Customers’
Online Purchase Intention. This study looks particularly are the online shop
Tokopedia which is the most popular online shop in Indonesia and the 9th in the
Alexa rankings for most visited website in Indonesia. The research for this study
will be conducted through questionnaires that will be handed to people between the
age of 15 and 60 in public places such as malls in Surabaya. The respondents will
have to have made a prior purchase with Tokopedia to ensure they know what the
topic of the questionnaire is. To find the relationship between the variables,
Structural Equation Model was used. The results of the survey indicated that the
hypothesis was supported and Brand Orientation, Impulse Purchase Orientation,
Online Trust, Prior Online Purchase Experience, and Perceived Ease of Use have a
significant positive effect on Customer Online Purchase Intention.
The recommendation for future researchers is to add more or change the
existing variables to explore the study from a different perspective and gain new
insights. For Tokopedia, this research can be used for evaluation purposes to
improve their business strategies and learn more about their consumer’s behavior | en_US |
