PENGARUH MOTIVASI BELANJA UTILITARIAN, KEPERCAYAAN, DAN KUALITAS INFORMASI TERHADAP NIAT BELI PRODUK FASHION SECARA ONLINE DI TOKO THEASHOP

Kirsten Mawey, Donald Rondonwu

Abstract


This study sought to ascertain how consumers' inclination to buy fashion items online at theashop is influenced by trust, information quality, and utilitarian purchasing motivation. For this study, which combined a survey method and a quantitative approach, data was gathered from 100 respondents using a Google Forms form. Hypothesis testing was done using multiple linear regression analysis with path analysis, R2 test, F test, and t test. The results show that: 1) purchase intention is favorably and considerably influenced by utilitarian shopping motivation; 2) purchase intention is positively and significantly influenced by trust; and 3) purchase intention is positively and significantly influenced by information quality. All three independent variables simultaneously have a significant and favorable impact on purchase intention. The coefficient of determination, which attained 61.2%, explains the variation in purchase intention. These findings support both Ajzen's (1991) Theory of Planned Behavior, which emphasizes the significance of attitudes, subjective standards, and perceived behavioral control, and Morgan and Hunt's (1994) Trust-Commitment Theory, which emphasizes the significance of trust in creating enduring relationships. Practically speaking, the study's conclusions provide Theashop and associated online retailers with strategic recommendations to boost customer purchase intention in the digital age by improving the quality of product information, increasing the efficacy of the shopping experience, and building trust through transparency and positive reviews. The report also emphasizes the significance of innovation in online marketing to sustain client loyalty in the face of fierce e-commerce competition.

Keywords: Utilitarian Shopping Motivation, Trust, Information Quality, Purchase Intention


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