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Analysis of online Sales Promotion toward Youth Purchase Intention in Indonesia (Case Study of online Apparel Industry)

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online user in Indonesia is increasing every year. This market was dominated by youth and some of them are using the internet to do shopping. one of the popular products that youth usually buy through the internet is apparel product. However, there are some problems that occur in this industry, for example 50% of promotion is not hit the right target of the customers. From that problem it is lead to decreasing in traffic of the online shop. This research is conducted to know the awareness of youth to online promotion strategy and which strategy that has a higher awareness level to youth in Indonesia. Another purpose of this research is to know the purchase intention level of youth and which one is more dominant in Indonesia (Perceived ease of use, Perceived usefulness, Subjective norm). This research is conducted through 100 respondents by distributing a questionnaire to them and support from secondary data. the interpretation of the data will be implemented by using SPSS and AMOS statistical tool. Finally, the analysis of this data is to know is there any relation between online promotion strategies with online purchase intention. the purpose of this research is to provide the insight of the strategy that can be used to targeted youth in Indonesia especially to buy an apparel product online.

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Availability

B01650

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1650

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Perceived usefulness
Perceived ease of use
Subjective norm
IBA
Online promotion strategy
Online purchase intention

Specific Detail Info

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Statement of Responsibility

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Other version/related

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