The effect of website content, its perceived usefulness and perceived ease of use towards customer purchase intention in Love, Bonito

Sari, Mira (2022) The effect of website content, its perceived usefulness and perceived ease of use towards customer purchase intention in Love, Bonito. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Over the years, online shopping has been gaining popularity in Indonesia. Specifically, the trend in the fashion industry moves and changes really quickly, the platform of which customers can purchase products plays an important role for customer to have the intention to purchase Love, Bonito’s products. With this, the research was done with a time span of 3.5 months. The purpose of this research is to identify which factor between perceived usefulness, perceived ease of use and website content has an influence towards customer purchase intention in Love, Bonito. It will also research whether the three factors will simultaneously influence customer purchase intention. The method applied in this study is quantitative data analysis, whereby the data collected were through questionnaires, using the convenience sampling method. Answers from 97 respondents were obtained after calculating using the Lemeshow formula, and these data were analysed using SPSS software. The hypothesis test result shows that perceived usefulness and perceived ease of use have an impact towards customer purchase intention, but website content does not. However, the three factors simultaneously have an impact towards customer purchase intention. Also, the result from coefficient of determination test shows that 35.7% of the factors that influence purchase intention are the independent variables in this study. Recommendations include studying other variables that may have a higher influence towards customer purchase intention, and for the company to add more interesting interactive features in their website that may stand out as being attractive and different compared to others, add styling content. / Selama bertahun-tahun, Online Shopping telah mendapatkan popularitas di Indonesia. Tren di industri fashion bergerak dan berubah sangat cepat, oleh karena itu, platform tempat pelanggan dapat membeli produk memainkan peran penting bagi pelanggan untuk memiliki niat untuk membeli produk Love, Bonito. Dengan ini, penelitian ini dilakukan dengan rentang waktu 3.5 bulan. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor mana antara persepsi manfaat, persepsi kemudahan penggunaan, dan konten situs web yang berpengaruh terhadap niat beli pelanggan di Love, Bonito. Selain itu juga akan diteliti apakah ketiga faktor tersebut secara simultan akan mempengaruhi niat beli konsumen. Metode yang digunakan adalah analisis data kuantitatif, dimana data dikumpulkan melalui kuesioner, dengan menggunakan metode convenience sampling. Jawaban dari 97 responden dilakukan perhitungan menggunakan rumus Lemeshow, dan data tersebut dianalisis menggunakan SPSS. Hasil uji hipotesis menunjukkan bahwa persepsi kegunaan dan persepsi kemudahan penggunaan berpengaruh terhadap niat beli pelanggan, tetapi konten situs web tidak. Namun ketiga faktor tersebut secara simultan berpengaruh terhadap niat beli konsumen. Selain itu, hasil uji koefisien determinasi menunjukkan bahwa 35,7% faktor yang mempengaruhi niat beli merupakan variabel bebas dalam penelitian ini. Rekomendasi selanjutnya adalah mempelajari variabel lain yang mungkin memiliki pengaruh lebih tinggi terhadap niat beli konsumen dan bagi perusahaan untuk menambahkan fitur interaktif yang lebih menarik di situs web mereka yang mungkin terlihat menarik dan berbeda dari yang lain, juga konten styling.

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