EFFECT OF SERVICE QUALITY, PERCEIVED TRUST , AND PERCEIVED USEFULNESS TOWARDS CUSTOMER’S PURCHASE INTENTION OF JAPANESE ANIME MERCHANDISE ONLINE SHOPPING

Abstract

This research conducted in order to analyze the significance between servicequality, perceived trust, and perceived usefulness towards customer’s purchaseintention ofJapanese Animemerchandise online shopping. In order to collect thedata, the researcher distributed a questionnaire through an online survey usinggoogle form to most likely 102 respondents who had already purchaseAnimeMerchandisepreviouslywiththe average age of 22-26 years old respondents. Usinga purposive sampling method.This research used factors analysis to analyze, it is resulted with five factors,though the total chosen reliable factors are three which are the mostimpact to thisresearch which are service quality, perceived trust, and perceived usefulness.The multipleregressionresulted thatservice quality (sig value= 0.667),perceived trust(sig value= 0.445), and perceived usefulness (sig value= 0.401) havea significantrelationship towards purchase intention