Factors of Online Store Image that Influence Attitude towards Purchase Online and Intention to Purchase Online on E-Store Adorable Projects (Study at Andalas University)

Weni, Deviani Sufri (2019) Factors of Online Store Image that Influence Attitude towards Purchase Online and Intention to Purchase Online on E-Store Adorable Projects (Study at Andalas University). Diploma thesis, Universitas Andalas.

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Abstract

The purpose of this research is to identify the factors that influence attitude towards purchase online as the intervening variable and intention to purchase online as dependent variable on e-Store Adorable Project, by e-Store Usefulness, e-Store Enjoyment, e-Store Ease of Use, e-Store Trustworthiness, e-Store Style, and e-Store Familiarity as the independent variables. The sample criteria in this research are student in Andalas Univeristy, who are having an Instagram account, ever been a customer of e-store Adorable Project or not, and they could reviewing the variable provided according to proposed frameworks, with sample collected is 150 respondents. The sampling technique of this research is Non-Probability Sampling with Convenience/Accidental sampling method. This research used questionnaire to collect the data by using Ordinal Scale with Likert Scale type. The data was processed by using Smart PLS 3.0 version. The result of this research indicates that e-Store Usefulness, e-Store Trustworthiness, e-Store Style and e-Store Familiarity has a positive and significant influence on Attitude towards Purchase Online and attitude has a positive and significant influence on Intention to Purchase Online, while e-Store Enjoyment has a negative and insignificant influence and e-Store Ease of Use has a positive but insignificant influence on Attitude towards Purchase Online. Keywords: e-Store Usefulness, e-Store Enjoyment, e-Store Ease of Use, e-Store Trustworthiness, e-Store Style, e-Store Familiarity, Attitude towards Purchase Online, Intention to Purchase Online

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