The Influence of Web Design and Brand Impression on Purchase Interest of Online Shopping Site OLX.CO.ID

Journal of Marketing and Consumer Research Pub Date : 2020-04-01 DOI:10.7176/jmcr/67-07

E. S. Imaningsih, S. Rahmawati

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Abstract

Through the study, the researchers would like to identify the influence of Web Design and Brand Impression on Purchase Interest of the costumers toward the online shopping site OLX.CO.ID. The research is conducted due to the improving interest among the e-commerce businessmen, including the OLX.CO.ID. Within the conduct of the study, the researchers employed two independent variables, namely Web Design and Brand Impression, and one dependent variable, namely Purchase Interest. Then, the respondents for the study were selected by implementing the purposive sampling technique; in total, there were 120 respondents that had been selected for the conduct of the study. The data that had been gathered from the respondents were analysed by using the Partial Least Square (PLS) technique. The results of the study show that Web Design has positive and significant influence on Purchase Interest with the significance value of probability 5.942 and, similarly, Brand Impression has positive and significant influence on Purchase Interest with the significance value of probability 5.059 for the online shopping site OLX.CO.ID. Keyword: Web Design, Brand Impression, Purchase Interest DOI: 10.7176/JMCR/67-07 Publication date: April 30 th 2020

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网络购物网站OLX.CO.ID网页设计与品牌印象对购买兴趣的影响

通过研究，研究人员想要确定网页设计和品牌印象对消费者对在线购物网站OLX.CO.ID购买兴趣的影响。本研究是基于包括OLX.CO.ID在内的电子商务商家兴趣的提高而进行的。在研究过程中，研究者使用了两个自变量，即网页设计和品牌印象，以及一个因变量，即购买兴趣。然后，通过实施有目的抽样技术选择研究对象;总共有120名受访者被选中进行这项研究。从受访者收集的数据是通过使用偏最小二乘法(PLS)技术进行分析的。研究结果表明，网页设计对购买兴趣具有积极显著的影响，显著值概率为5.942;同样，在线购物网站OLX.CO.ID的品牌印象对购买兴趣具有积极显著的影响，显著值概率为5.059。关键词:网页设计，品牌印象，购买兴趣DOI: 10.7176/JMCR/67-07出版日期:2020年4月30日

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Journal of Marketing and Consumer Research

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