EVALUATION OF CONSUMERS’ PURCHASE INTENTION TOWARDS DEPARTMENT STORES PRODUCT

• Main Author: Rahmahzaisi (19015129), Arsyeila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25824
• Institution: Institut Teknologi Bandung

The aim of this study is to evaluate the consumers’ purchase intention towards department stores <br /> <br /> by finding the factors influencing it. The model used in this research is the Theory of Reasoned <br /> <br /> Action (TRA) model by Fishbein et.al (1975). This model states that attitude and subjective norm <br /> <br /> influence the intention to perform a behavior. A new variable is added to the model which is <br /> <br /> online shopping behavior. The online shopping behavior is studied using the factors of consumer <br /> <br /> behavior by Kotler et.al. (2016). In total, 202 respondents from Bandung and Jakarta participated <br /> <br /> in this study. Quantitative approach is used in the study. For data analysis, descriptive statistics <br /> <br /> and multiple linear regression are used. Out of the three influencing factors proposed in the study, <br /> <br /> two of them are supported while one factor is not supported. Attitude and subjective norm are <br /> <br /> proven to be significantly influence the consumers’ purchase intention towards department store <br /> <br /> in a positive manner. This finding is in line with the TRA model. Online shopping behavior as a <br /> <br /> newly added variable is not supported to be significant influencing consumers’ purchase intention <br /> <br /> towards department stores. This findings might be useful for department stores management to <br /> <br /> attract more future consumers by focusing on increasing consumers’ attitude and subjective norm. <br /> <br /> Keywords: purchase intention, department stores, theory of reasoned action, consumer <br /> <br /> behavior, young consumers