THE FACTORS AFFECTING ONLINE PURCHASE INTENTION IN INDONESIA

Mahasiswi Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

THE FACTORS AFFECTING ONLINE PURCHASE INTENTION IN INDONESIA

By: Valentin Ratna Fujianti

This research aims to investigate the factors affecting online purchasing in Indonesia. We adopt Theory of Acceptance and Use of The Technology 2 (UTAUT2) model. The relevant data are collected by questionnaires from a random sample of 218 respondents; then, they are used to establish statistically the relation between the independent and dependent variables in the model. The results suggest that the model and data fit at adjusted R2-value of 0.622, and the intention of the online purchase is affected by the factors of performance expectancy, effort expectancy, price value, and habit.