The Effect of Consumer Innovativeness and Digital Literacy on Consumer Intention to Purchase from Traveloka
Syafrizal
Economics Faculty of Universitas Andalas, Padang, West Sumatra, Indonesia
Abstract
The development of information technology has facilitated the growth of online business. This study aims to investigate the effect of consumer innovativeness and digital literacy on consumer intention to purchase from Traveloka in Padang. A survey methode was performed to 142 students in Padang, West Sumatra. Research instruments were adapted from various previous literature. Data of this study were analyzed by using structural equation modelling with Smart PLS 3.0 software. Result of this study found that consumer innovativeness and digital literacy have significant effect on consumer intention to purchase from Traveloka.
Keywords: Consumer Innovativeness, Digital Literacy, Purchase Intention, Traveloka.
Topic: Marketing