ANALYSIS OF FACTORS ONLINE FASHION AND NON FASHION SHOPPING

Citra Puspasari, Dini R Permatasari, Fergyanto E Gunawan

Abstract


The purpose of this study is to see how factors of product innovativeness, materialism, brand consciousness, involvement, information quality, trust, and social against Purchase Intention. The methods that used in this thesis is multiple regression analysis and also by using the study library for searching for reference materials. The results of the analysis, there is significant positive influence between Product Innovativeness, Materialism, Brand Consciousness, Involvement, Information Quality , Trust, Social, against Purchase Intention for fashion and non fashion product The existence of this research, provide the information the most dominant factor affecting sales of Fashion and non-Fashion products online

 

Keyword: Purchase Intention, e-commerce, multiple regression analysis.

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ISSN : 2251-1563