Factors that influence youth buying behavior through online clothing business in Indonesia
In this study, the researcher would like to analyze what factors that influence youthrnbuying behavior through online clothing business in Indonesia. The main purpose ofrnthis research is to identify what are the significant factors that influence youth decidedrnto purchase clothing through online shop. Qualitative and quantitative approaches arernconducted in this study. This study uses explanatory and descriptive methodrnapproach. Likert variable is used to measure the level of consumer agreement towardrnthe statement in the questionnaires. The SPSS version 13.0 is used to do reliabilityrnand validity tests on collected questionnaires and the Amos version 18.0 is used tornfind out how strong the relation of factors influence online consumer buying behaviorrnto the consumer purchase decision. The result shows that online marketing mix andrnanother factors which include cultural, social, personal, and psychological havernsignificant influence to online consumer buying behavior and purchase decision. Thernresearch also find that personal and cultural factor is the most influental factor tornonline purchase decision.
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