FACTORS AFFECTING ONLINE CLOTHING PURCHASE PREFERENCE: STUDY IN JAKARTA, INDONESIA
This study aims to explore the preference on online clothing purchase on people in Jakarta, Indonesia. A past literature review is synthesized from 35 papers related to the topic combined with a quantitative approach to determine factors affecting clothing purchase preference through online channel....
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57606 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study aims to explore the preference on online clothing purchase on people in Jakarta, Indonesia. A past literature review is synthesized from 35 papers related to the topic combined with a quantitative approach to determine factors affecting clothing purchase preference through online channel. Ten factors gathered from the past literature review are product design & style, product quality, promotion, brand image, product variety, information availability, seller trustworthiness, ease of use, and service quality. These factors will be tested to find out if these factors are influenced by demographical background of customers.
An online questionnaire was spread targeting shoppers who purchase clothing through online channels.106 respondents were recorded participating in this research. The limitation of this study is that the focus area centered around the Greater Jakarta area. As online shopping becoming a more casual way to shop, this research result will be important for business owners related to the fashion industry or for online shopping platforms to understand customers’ purchase preference in shopping for clothing online. |
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