PENGARUH OPENESS TO EXPERIENCES DAN CONSCIENTIOUSNES TERHADAP ONLINE PURCHASE INTENTION MELALUI INNOVATIVENESS DAN VALUE CONSCIOUSNESS PADA PRODUK BATIK

Abstract

Growth of the Internet has forced the company to use her as a marketing medium. In addition, the online shopping trend is also growing in this sat. However, due to lack of physical interaction with the seller and the prices tend to be higher, and supported the competition between online shop, the online sales to be not easy to run. Companies must be able to know all too well the variables that influence the purchasing decisions online. This study aims to determine the factors that affect the Online Purchase Intention batik products in Surabaya. The model developed is composed of variable openess to Experiences, Conscientiousness, Innovativeness, and Value Consciousness. Based on data from 200 samples, this study shows that Value Consciousness and Conscientiousnes positive and significant effect on the Online Purchase Intention on Batik in Surabaya. Other findings also indicate that the variable openess to Experiences and variable Conscientiousnes positive and significant effect on the Value Consciousness.