Factors Affecting Purchase Intention of Online Shopping in Zalora Indonesia

Abstract

The purpose of the study examined the observed variables. There are four hypothesis, namely the relationship between ease of use and consumer attitudes, the relationship between usefulness and consumer attitudes, the relationship between perceived risk and consumer attitudes, and last the relationship between consumer attitudes and intention to buy Zalora.The sampling technique that used is convenience sampling method and the execution using questionnaire to collect the data. This method is used because the chosen sample must understand about the research problems. Questionnaire spreaded to 150 online consumers who has intention to buy Zalora at Paragon Mall in Surakarta. The geographical selection based on practical reasons where Surakarta has many online consumers. The 150 usable questionnaires were analyzed with SPSS.In this study, Structural Equation Modeling (SEM) is used to analyze the hypothesis of the research. Data processed using AMOS. The result showed that consumer attitudes increased the intention to buy Zalora. Consumer attitudes can be formed through the increase of ease of use from buying process, the usefulness of the website, and awarding guarantee to reduce the perceived of risk. Consumer attitudes mediated the causal relationship of ease of use, usefulness, and perceived risk to intention to buy. This provides an understanding for Zalora to observe an increase in ease of use, usefulness and improvement of services to reduce the risks in order to deliver a positive attitudes toward consumers that will lead to an interest in buying.Keywords :Ease of Use, Usefullness, Perceived Risk, Consumer Attitude, Intetionto Buy