Pengaruh Persepsi Harga, Orientasi Merek, dan Orientasi Belanja terhadap Niat Beli Fashion Online

  • Dzara Ivoni Fakultas Ekonomi Universitas Udayana
  • I Wayan Santika Udayana University
  • Alit Suryani Udayana University

Abstract

Online shopping has become a trend and business phenomenon today in Indonesia. Purchase intention is a mental state that reflects consumers plan to purchase a number of products. This study aims to determine the effect of price perception, brand orientation, and shopping orientation of the intention to buy fashion online to students in the city of Denpasar. By using multiple linear regression analysis method, the results showed that simultaneous perception variable price, brand orientation, and shopping orientation and significant positive effect on the intention to buy fashion online. Partially shows that the perception of variable pricing and shopping orientation and a significant positive effect on the intention to buy fashion online. As for the brand orientation variable is positive and not significant effect on the intention to buy fashion online at students in the city of Denpasar.

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Published
2015-04-02
How to Cite
IVONI, Dzara; SANTIKA, I Wayan; SURYANI, Alit. Pengaruh Persepsi Harga, Orientasi Merek, dan Orientasi Belanja terhadap Niat Beli Fashion Online. E-Jurnal Manajemen, [S.l.], v. 4, n. 4, apr. 2015. ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/11326>. Date accessed: 22 nov. 2024.
Section
Articles

Keywords

perceptions of price; brand orientation; shopping orientation; purchase intention; online shopping