Abstract
Through the study, the researchers would like to identify the influence of Web Design and Brand Impression on Purchase Interest of the costumers toward the online shopping site OLX.CO.ID. The research is conducted due to the improving interest among the e-commerce businessmen, including the OLX.CO.ID. Within the conduct of the study, the researchers employed two independent variables, namely Web Design and Brand Impression, and one dependent variable, namely Purchase Interest. Then, the respondents for the study were selected by implementing the purposive sampling technique; in total, there were 120 respondents that had been selected for the conduct of the study. The data that had been gathered from the respondents were analysed by using the Partial Least Square (PLS) technique. The results of the study show that Web Design has positive and significant influence on Purchase Interest with the significance value of probability 5.942 and, similarly, Brand Impression has positive and significant influence on Purchase Interest with the significance value of probability 5.059 for the online shopping site OLX.CO.ID. Keyword: Web Design, Brand Impression, Purchase Interest DOI: 10.7176/JMCR/67-07 Publication date: April 30 th 2020
Highlights
An elaboration on the background of the study will be provided altogether with the problem formulation, the objective of the study and the contribution of the study
Online marketplace is predicted to increase in each year altogether with the development of the smartphone industry, the Internet access quality in Indonesia and the wide coverage of each online service provider
According to the Association of Indonesian Internet Service Providers (APJII, Asosiasi Penyedia Jasa Internet Indonesia) in their infographic, it is predicted that in 2015 there has been approximately 85% Internet users in Indonesia who accessed websites by using smartphones and 56% of these users access the websites for the purpose of online shopping activities
Summary
An elaboration on the background of the study will be provided altogether with the problem formulation, the objective of the study and the contribution of the study. Online marketplace is predicted to increase in each year altogether with the development of the smartphone industry, the Internet access quality in Indonesia and the wide coverage of each online service provider. The three aspects, namely smartphone industry, Internet access quality and wide coverage of online service provider become one of the factors behind the rapid advancement of online business Such advancement has encouraged more and more companies to be the e-commerce players. According to the Association of Indonesian Internet Service Providers (APJII, Asosiasi Penyedia Jasa Internet Indonesia) in their infographic, it is predicted that in 2015 there has been approximately 85% Internet users in Indonesia who accessed websites by using smartphones and 56% of these users access the websites for the purpose of online shopping activities This implies that the owners of the websites or the online shops (ecommerce) should improve the convenience within the websites, including the convenience on the access by means of both smartphone and computer unit. APJII projects that the highest increase on the number of Internet users in Indonesia has been found in 2010; by 2015, the number of Internet users in Indonesia has been 139 million people
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