ORIENTASI BELANJA DAN PENGARUHNYA TERHADAP INTENSI BERBELANJA ONLINE PRODUK FASHION (STUDI KASUS PADA MAHASISWA/MAHASISWI UNIVERSITAS/PERGURUAN TINGGI DI KOTA PADANG)

Abstract

Abstract
The focus of study is the impact of purchase orientation toward customer online purchase intention of fashion product. Purchase orientation consists of shopping enjoyment orientation, impulse purchase orientation, brand orientation, convenience orientation, and quality orientation. SPSS used for data analysis. By using answers from 138 college student that live in Padang. The result of the research showed that shopping enjoyment orientation, impulse purchase orientation and convenience orientation are positively and significant toward the intention of customer online purchase. However brand orientation and quality orientation do not have the influence toward customer online purchase intention of fashion product.
Key Words: Purchase Orientation, Online Purchase Intention, Online Purchase