Adipriyana, Raditianto and Sinaga, Junaidi (2014) Analysis of Consumer Behavior Towards Purchase Intention in Online Business: A Case Study of Lazada Indonesia. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this study is to analyze and measure the influencing factors of online consumer intention in Lazada Indonesia, also to identify which factors that has the most significant influence to it. Multiple regression method is used for this study to measure the factors. The data collection is done by distributing questionnaires to Lazada Indonesia’s newsletter subscribers and 100 valid questionnaires are processed using IBM SPSS version 21 for the statistical analysis. The result shows that from five factors that are being tested, there are two factors which have significant relationship towards online consumer intention, which are consumer characteristics and merchant and intermediate characteristics. Moreover, merchant and intermediate characteristics has the most significant influence toward online consumer intention.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	E-Commerce, Online Business, Online Consumer Behavior, Online Consumer Intention, Lazada Indonesia
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5548 Electronic commerce
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Aug 2021 13:54
Last Modified:	02 Aug 2021 13:54
URI:	http://repository.sgu.ac.id/id/eprint/2125

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