Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia

Lim Sanny, Tita Dwi Julianto, Serafim Savionus and Beni Widarman bin Yus Kelena
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Lim Sanny: Business Management Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia
Tita Dwi Julianto: Management Program, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
Serafim Savionus: Management Program, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
Beni Widarman bin Yus Kelena: Azman Hashim International Business School, Universiti Teknologi, Malaysia

International Journal of Asian Business and Information Management (IJABIM), 2022, vol. 13, issue 2, 1-12

Abstract: The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.

Date: 2022
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Citations: View citations in EconPapers (4)

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