Purchase intention in the fashion industry on local and international E-commerce in Indonesia

Sanny L., Julianto T.D., Savionus S., Kelena B.W.B.Y.

Management Department, Bina Nusantara University, Jakarta, Indonesia; Bina Nusantara University, Jakarta, Indonesia; Azman Hashim International Business School, Universiti Teknologi, Malaysia


The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customer perceptions in Indonesia to capture customer purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in e-commerce. © 2022 IGI Global. All rights reserved.

E-Commerce; Fashion Industry; Path Analysis; Perceived Quality; Purchase Intention; Sales Promotions


International Journal of Asian Business and Information Management

Publisher: IGI Global

Volume 13, Issue 2, Art No , Page – , Page Count

Journal Link: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85110866893&doi=10.4018%2fIJABIM.20220701.oa4&partnerID=40&md5=3735e65c23cae055e5ae4c8c0b9dc890

doi: 10.4018/IJABIM.20220701.oa4

Issn: 19479638

Type: All Open Access, Bronze


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