Factors Influencing Online Purchase Intention Through E-Commerce in The Millennial Generation
| Main Authors: | Riandana, Delta Sagita, Puspawati, Dewita |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2022
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| Subjects: | |
| Online Access: |
http://eprints.perbanas.ac.id/9353/1/336%20-%20345%20Delta%20Sagita.pdf http://eprints.perbanas.ac.id/9353/ |
Daftar Isi:
- The development of the internet as an e-commerce medium in the world has increased. The emergence of online commerce will be a great opportunity for both companies and retailers to trade their products or services. Marketing by utilizing social media plays an important role in consumer decision making to make a purchase. The aim of this research was to examine the effect of Shopping Enjoyment, Price Consciousness, Convenience/Time Consciousness, In-home Shopping Tendency, and Purchase Experience on Online Purchase Intentions through E-Commerce in the millennial generation. The population in this study is the millennial generation with the characteristics of having made purchases online through e-commerce. The method in this study used a survey method using a questionnaire. The sampling technique used was non-probability sampling with the accidental sampling method and obtained a sample of 121 respondents. The data was processed using SPSS 25. The data analysis technique used multiple regression analysis. The results showed that the variables Price Consciousness, Convenience/Time Consciousness, In-home Shopping Tendency, and Purchase Experience had an effect on Online Purchase Intention. While the Shopping Enjoyment variable has no effect on Online Purchase Intention. The value of Adj.R2 is 0.409, which means that these variables have an effect on Online Purchase Intentions of 40.9%. Keywords: Price Consciousness, Convenience/Time Consciousness, In-home Shopping Tendency, Purchase Experience.