The Investigation of Brand Preference towards The Purchase Intention for Female Consumer through E-Commerce
Budi Prasetiyo(a*), Ratih Hurriyati (b), Heny Hendrayati (b)
Universitas Pendidikan Indonesia
Abstract
Indonesia which is the highest share of mobile traffic in Southeast Asia, has 87% of mobile traffic. On the other hand, based on the number of conversion rate, Indonesia only occupies the third position after Vietnam and Singapore. Female consumers in Indonesia are relatively fewer than male consumers in shopping through E-commerce. The purpose of this study is to examine more deeply about Brand preference towards Purchase Intention for female consumers in shopping through E-Commerce. The research method used is the verification method with a number of 36 female respondents who has shopped online. This research used purposive random sampling. The data has been analyzed by using simple linear regression. The results of this study indicated that there is an influence Brand Preference towards Purchase Intention for female consumers in shopping for E-Commerce. The implication is that E-Commerce companies must make the web more attractive, easy to use, and more secure in shopping
Keywords: Brand Preference, Purchase Intention, E-Commerce, Conversion rate
Topic: Marketing Management