Research Article
Factors Affecting Purchase Intention and Purchase Behaviour Electronic Products (Home Appliance) in Online Transaction
@INPROCEEDINGS{10.4108/eai.7-10-2021.2316222, author={Michael Cahyanaputra and Yohanes Jimmy and Mohammad Annas}, title={Factors Affecting Purchase Intention and Purchase Behaviour Electronic Products (Home Appliance) in Online Transaction}, proceedings={Proceedings of the 4th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2021, 7 October 2021, Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2022}, month={4}, keywords={e-wom social media marketing perceived risk purchase intention purchase behavior}, doi={10.4108/eai.7-10-2021.2316222} }- Michael Cahyanaputra
Yohanes Jimmy
Mohammad Annas
Year: 2022
Factors Affecting Purchase Intention and Purchase Behaviour Electronic Products (Home Appliance) in Online Transaction
ICEBE
EAI
DOI: 10.4108/eai.7-10-2021.2316222
Abstract
When the development is very rapid, and the increase in online sales is very high in several other places, but it is only with the electronics sector which does not experience an increase and focuses more on offline sales due to a lack of consumer confidence so that there is a lack of purchase intention for electronic goods (Home Appliance). Therefore, this study aims to study the effect of e-WOM, Social Media Marketing, Perceived Risk, Online Convenience, which will affect purchase intention, and in the end, purchase intention will increase Purchase Behavior. So that it can change buying behavior from consumers focusing on offline purchases to focusing on online sales using smartPLS to test the relationship between variables consisting of six hypotheses. The results of this study indicate that all hypotheses are accepted.
