PENGARUH APPAREL PRODUCT PRESENTATION DI FACEBOOK TERHADAP PURCHASE INTENTION MELALUI PERCEIVED RISK UNTUK KONSUMEN SURABAYA

Abstract

The dynamic growth of internet facility and growing number of internet users in Indonesia constantly boost the online shopping culture within the country. The sellers of apparel products slowly shift to online shop. The owners of online shops whom previously employing special websites to offer their products for sale, recently move to social network websites as the promotional instrument. Facebook is currently one of the most popular social network website across Indonesia and worldwide. Online shopping delivers its own perceived risk to potential customer, which will influence customer’s intention to purchase. Therefore, it is crucial to conduct a research on consumers behavior towards perceived risk they have before carrying out the online shopping activities for apparel products available on Facebook. This research is conducted in purpose of knowing the effect of apparel product presentation on purchase intention through perceived risk for Surabaya consumers. The research object covers the apparel products being online-offered through Facebook, while the subjects of this research are those potential female consumers who have ever seen apparel products website on Facebook. SEM (Structural Equation Modelling) analysis is being employed for this reearch. The analyses cover normality, outliers, multicollinearity and singularity, and hypotheses testing using coefficient path. The validity and reliability tests for research instruments are being carried out using AMOS 16 program. The results confirm 3 hypotheses stated on this research: product presentation significantly influences perceived risk; perceived risk significantly influences purchase intention; and product presentation significantly influences purchase intention through perceived risk for apparel products at Facebook for Surabaya consumers. The writer proposed academic suggestion to conduct segmentation in front before having the similar research in order to know the real characteristics of consumers. The practical suggestion pointed out that the owner of online shops selling apparel products on Facebook have to keep develop the design for product presentation which continually lower consumers’ perceived risk and definitely will boost consumers’ purchse intention to buy the apparel products on their sites.