FACTORS AFFECTING PURCHASE INTENTION OF APPAREL PRODUCTS THROUGH THE WEBSITE

• Main Author: Fadhlan Ardiwinata, M.
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57974
• Institution: Institut Teknologi Bandung

The development of the apparel industry in Indonesia shows growth that continues to increase every year. Then in digital era, Information and Technology Systems encourage apparel entrepreneurs to be able to adapt and keep up with the times in this industry. The use of technology is an innovation that can be done by apparel businesses to survive in fierce competition. The website is one form of innovation in the application of technology to support the progress of the apparel business that is being undertaken. Making the website itself is a long-term investment for a company, because it is undeniable that the website is one indicator that affects trust in the brand itself. This form of investment must of course be done with a wise analysis in order to avoid the potential that actually harms the apparel brand. The purpose of this study was to determine the factors that influence purchase intention in apparel products through websites in Indonesia. The framework used in this study was adapted from the UTAUT2 model. This model is commonly used to examine the factors that influence behavioural intentions to use technology. This research was conducted quantitatively through a questionnaire approach which was processed using PLS-SEM to examine the relationship between variables. There were 244 respondents who filled out this questionnaire, and it was enough to be processed according to (Sarstedt et al., 2020). The age of the respondents in this research is 18-30 years old who are familiar and have bought apparel products through the website. The results of the study show that habit is the most influencing factor to customer’s purchase intention on apparel product websites.. The results of this study recommend the apparel business to be more aware and identifying the factors iv that influence purchase intention compared to factors that have no effect. This finding is expected to help apparel businesses to plan and make decisions regarding website budgets more wisely