Arsyaviandra, Chrizandia and Pratama, Yudhistira (2019) The Influence of Perceived Benefits, Social Media and Etrust Towards Purchase Intention on Luxury Streetwear. a Case on Instagram. Bachelor thesis, Swiss German University.

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Abstract

E-commerce is uprising in Indonesia, The numbers of internet users and e-commerce sales are increasing from time to time. However, based on the data gathered by the researcher, many online customers in Indonesia feel that online shopping is not trustworthy. In contrast, there is an increase of luxury streetwear consumption in Indonesia by millennials & gen Z on Instagram, this statement is supported by tirto.com and Bain & Company, therefore the researcher is interested in finding the factors influencing people’s purchase intention on luxury streetwear, given the fact that the price of the product is relatively expensive. This research is using the quantitative approach and the data are collected through online questionnaires which were distributed to 120 respondents. To observe the influence of the independent variables, this research is using the Multiple Regression. Based on the findings, social media and e-trust have significant impact towards purchase intention on luxury streetwear, while perceived benefits have insignificant influence towards purchase intention. By understanding the influencing factors, the other online store can take the reccomendations to increase people’s purchase intention on instagram.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Luxury Streetwear ; Instagram ; E-commerce ; e-Trust ; Social Media
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HM Sociology > HM742 Online social networks
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Adityatama Ratangga
Date Deposited:	19 May 2020 13:05
Last Modified:	19 May 2020 13:05
URI:	http://repository.sgu.ac.id/id/eprint/525

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