Abstract
This study aims to understand the behavioral intentions of the netizens segment who actively use digital media to shop for traditional Indonesian decorative arts products online. The quality of a website as an online marketing media is seen as a stimulus to the intention to use a website and then can influence the intention of behaving netizens. Small and medium businesses of traditional Indonesian decorative products have become the focus of research objects, and samples of netizens were selected through participation in filling out online questionnaires on the website www.legacyofindonesia.com. Netizens' participation reached 161 people who filled out the online questionnaire. This study provides results that, the quality of the website has a positive influence on the intention to use the website and then has a positive influence on the intention to behave. Besides that the quality of the website has no direct influence on behavioral intention netizen. The intention to use the website is the perfect mediation between the influence of the quality of the website on the behavioral intention of netizens traditional Indonesian batik products.
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