PENGARUH PERCEIVED RISK, TRUST, DAN FASHION INNOVATIVENESS TERHADAP ONLINE PURCHASE INTENTION INCENDIO

Abstract

Online purchase intention gets more increase along with the increase of internet users in indonesia. Purchasing online product, cannot felt by the consumers before purchasing. Not only the risk, trust also become the important product for the customer to take into mind before purchasing online products, Fashion are one of the most favorite online product to be purchased online. One of the fashion is t-shirt that is consumers’ need. Due to the large number of fashion product that is hold online, it cause new fashion brands appear and the competition of selling online fashion products become more tight, therefore the factor of consumer fashion innovativeness become potential in which fashion innovator will purchase online fashion product that follows the up to date trend. The purpose of this research is to find out and analyze the influencer of perceived risk, trust and fashion innovativeness toward the purchase intention of online fashion product by Incendio. This reserach is a quantitative reserach with data collection method by questionaires that are distributed to 140 IBM Ciputra University student. The variables that are used in this research are Perceived risk (X1), Trust (X2), Fashion Innovativeness (X3 ), and Online Purchase Intention (Y). The result of this research show that risk perception, trust, and fashion innovativeness affect significant on online purchase intention.