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Online purchase intention: study case moslem (Islamic) fashion (hijup.com)
Sari Khairunnisa1, Didin Hafidhuddin2, Hendri Tanjung3.
The growth of internet users in Indonesia has been truly phenomenal in recent
years. The growth has also led Indonesia to the emergence of a very lucrative market for
islamic fashion. However, lack of trust has been identified as a major obstacle to the adoption
of online shopping. This study examines how perceived risk, perceived benefit, and consumer
trust affect the purchase intention of islamic fashion e-commerce. A total of 234 women in
Jakarta who have been following the social media of Hijup participated in the paper-based
survey and provided usable responses. Structural equation modeling processed with Lisrel
program was used to test hypotheses. The result showed that consumer trust has a significantly
negative influence toward perceived risk. Perceived benefit has a significantly positive
influence toward purchase intention. Perceived risk has a significant and
negative impact on intention. Security seals on their website and third-party internet seals have
strong effects towards consumer trust. Information risk and product risk have a strong effect
towards perceived risk of online shopping. Psychological equanimity has a strong effect
towards perceived benefit of online shopping. As consumers consider e-commerce involves
risk and uncertainty, online business organizations need to overcome these barriers. A key
strategy to increase purchase intention is to apply a set of international security
standards created and maintained by the PCI DSS (Payment Card Industry Data Security
Standard). Cyberbuzz can be used to reduce the risk product by reviewing and promoting the
product of islamic fashion.
Affiliation:
- Bogor Agricultural University, Indonesia
- Bogor Agricultural University, Indonesia
- Ibn Khaldun Bogor University, Indonesia
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