Determinants Of Consumer̉̉s Purchase Intention For Online Shopping Hijab Fashion Products
The popularity of Hijab and Muslim fashion in Indonesia has been on the rise. A growing number of Indonesian women are wearing veil or headscarf in the world's most populous Muslim majority market. The purpose of this research is to understand the determinant factors of online consumer’s pur...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/25957 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The popularity of Hijab and Muslim fashion in Indonesia has been on the rise. A growing number of Indonesian women are wearing veil or headscarf in the world's most populous Muslim majority market. The purpose of this research is to understand the determinant factors of online consumer’s purchase intention for hijab fashion products. Research model consists of independent factors, i.e., brand orientation, celebrity endorsement, perceived quality, perceived value, perceived price, and online trust. The sample of respondents that collected is the consumer who ever shopping hijab fashion products online in Indonesia. The total number of the respondent is 316 respondents. The analytical method used in this research is PLS-SEM method using SmartPLS 2.0. The results show that online trust has the most influence on consumer’s purchase intention of online hijab fashion products. Celebrity endorsement is the second most influential factor. Factors that have subsequent effects are perceived quality and perceived price, whereas perceived value and brand orientation have no significant effect on purchase intention of online hijab fashion products. |
|---|