Asia Pacific University Library catalogue

A thesis submitted in fulfillment of the requirement for the award of the degree of Masters in Business Administration specializing in Euro Asia Business (UCMF1808EAMBA)

This paper examined some of the key antecedents that drive purchase intention of online luxury fashion goods in Jakarta. E-commerce in Indonesia is currently growing twice as fast as fragmented trade, forcing many of Indonesian company to turn to the e-commerce model. However, past literature on online purchase intention is mostly focused on answering factors relating to online shopping in general, not to specific kind of luxury product. And with the luxury goods sales in Indonesia have move significant with the growth by 84 percent and become Asia's most massive online luxury goods sales growth (Rahmiasri, 2016) there is a shortage of research on the purchase intention of online luxury fashion goods. The present study attempts to fill the research gap by focusing on factors that influence consumers online purchase behavior for luxury fashion goods in Jakarta, Indonesia. In addition to investigate whether there is a significant difference between generation x and generation y consumers’ intention to purchase for online luxury fashion goods in Jakarta, Indonesia. This was quantitative research and using a survey method; data was collected from 216 online consumers in Jakarta, Indonesia. SPSS was used to analyze the data and justify the relationship between independent variables and dependent variable. The findings revealed that brand consciousness and ease of use have a significant impact on online purchase intention of luxury fashion goods. However, no significant relationship exists between website quality and purchase intention of online luxury fashion goods. Besides, there is no significant difference between Generation X and Generation Y consumers’ intention to purchase for online luxury fashion goods. The findings supported the results from some earlier studies and brought out several new ideas such as the importance of factors which results in consumers purchase intention. The findings provide theoretical and practical implications for marketers and policy makers, to recognize the importance of knowing customer online purchase intention particularly for online luxury fashion goods. Results of this study provides valuable insights for creating effective branding and advertising strategy in e-commerce in order to influence consumer online purchase behavior towards luxury fashion goods to capture the opportunity of the growth in e-commerce.