| Summary: | 碩士 === 中原大學 === 國際商學碩士學位學程 === 106 === The rapid growth of internet penetration give a big opportunity to E-Commerce Company to play in this field. There are many of E-Commerce Company with various types of business model such as B2C, C2C, and so on that compete in Indonesian market. Even though E-Commerce in Indonesia is still in development process which still have so many challenges to be faced such as bad infrastructures in some areas, it will affect the logistics problem, the limited of internet use in big cities, lack of customer’s trust, and many more that will cause most of Indonesian still prefer to buy product in the shop. This research will focus on clothing segment in one of B2C Company in Indonesia, named Blibli.com. Therefore, the purpose of this research are to determine internal and external factors that affect Indonesian millennials purchase intention when buy clothes through Blibli.com and to determine the strongest factor that affect customer purchase intention.
The main objectives of this research to enlarge the knowledge of Indonesian purchasing intentions, improve the academics understanding related with some factors that influence the Indonesian purchase intention on clothing in Blibli.com, and provide recommendation for the owners and marketers of e-commerce platform for developing and expanding strategies to enlarge the customer purchasing intentions. Based on the data analysis, it has been discovered that among 6 independent variables, only 4 have significant relationships with Purchasing Intention. They are Perceived Benefit, Online Advertisement, Website Quality, and Trust. Moreover, Website Quality has the greatest impact towards Purchasing Intention.
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