Antecedent Factors of Online Purchasing Decisions for Fashion Products in Millennial Generation in Indonesia

Authors

  • Irwan Christanto Edy Management Department, Universitas Dharma AUB Surakarta, Indonesia
  • Setyani Sri Haryanti Akuntansi Department, Universitas Dharma AUB Surakarta, Indonesia

Keywords:

Purchasing Decision, Online, Website, Lifestyle, Perception

Abstract

This study aims to determine the influence of lifestyle and perception in moderating the relationship between websites to the purchasing decisions of millennial generation online consumers for fashion products. In this study, the changes studied included online purchasing decisions, websites, lifestyles, perceptions. The respondents selected in this study were millennials who had bought fashion products. The sampling technique is a purposive sampling method. The data collection technique in this study used an online questionnaire, which was then tested with an instrument test, namely the validity and reliability test. The results of the analysis with SEM-PLS showed that the hypothesized model met the criteria of goodness of fit. The results of the analysis show that 1) lifestyle moderates the positive influence between the website and online purchase decisions, 2) perception moderates the positive influence between the website and online purchase decisions, 3) the website positively affects online purchase decisions. The findings of the study have also proven that lifestyle and perception are positive triggering factors for the influence between websites on online purchasing decisions.

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Published

2022-12-30

How to Cite

Irwan Christanto Edy, & Setyani Sri Haryanti. (2022). Antecedent Factors of Online Purchasing Decisions for Fashion Products in Millennial Generation in Indonesia. International Journal of Social Sciences: Current and Future Research Trends, 16(1), 1–17. Retrieved from https://ijsscfrtjournal.isrra.org/index.php/Social_Science_Journal/article/view/1228

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