PEUBAH-PEUBAH YANG MEMENGARUHI PEMBELI MENGGUNAKAN GERAI VIRTUAL FESYEN

Abstract

E-tailers need to know what are customer‟s preferences to use online shop for fashionable products. So the purpose of this research is to describe the impact of independent variables like perceived-price, word-of-mouth, perceived-site-quality, perceived-vendor-reputation, structural assurance, brand image, and buyer attitude in using online shop. The sample of the study consist of 180 respondents by using purposive sampling method. Primary data will be analyzed by SEM (Structural Equation Modelling). The results show that buyer attitude is directly affected by perceived-price. Brand image is affected by perceived-vendor-reputation and structural assurance. Buyer attitude is affected by brand image. Using online shop variable is affected by buyer attitude. Other result shows that brand image isn‟t affected by word-of-mouth and perceived-site-quality.. Keywords: behavior, price, WOM, quality, reputation, assurance