ANALISIS FAKTOR YANG MEMPENGARUHI NIAT BELI DI ZALORA ONLINE SHOP

Abstract

Abstract:Zalora an online shop in Indonesia the biggest selling fashion product. Intention to buy can be affected by several faktors, those are external faktor and internal faktor. This research using faktor analysis tehnique with sample taken 100 respondents. The examination result that KMO value is more than 0,5, it shows that the using faktor analysis has exacted. 20 variabels that used, be gotten 6 faktors of reduction which has eigenvalues >1, it shows that are 6 faktors can affecting intetion to buy. Faktor 1 is personality, faktor 2 is perception of benefits, faktor 3 is engagement, faktor 4 is situation,faktor 5 is life, and faktor 6 is. Thus, faktor which having the major affect in intention to buy at Zalora is personality faktor.

Keywords:consumers behavior and purchase intention