ABSTRAK
Zaman yang serba modern dan cepat mengubah cara masyarakat dalamberaktivitas tidak terkecuali dalam aktivitas belanja. Perkembangan teknologi internetdan mobile applications yang terdapat pada telepon pintar membuat aktivitas belanjamenjadi mudah dengan metode belanja secara online atau biasa disebut e-commerce.Berbagai kemudahan yang ditawarkan oleh e-commerce membuat pergeseran gayahidup berbelanja semakin terlihat terutama untuk produk fashion. Penelitian inimemiliki tujuan menganalisis pengaruh functionalperformance/usefulness, hedonicperformance/enjoyment, product risk, dan internet usage terhadap online purchaseintensity kelompok early adopters dan late adopters. Sampel yang terlibat di dalampenelitian ini adalah konsumen yang pernah berbelanja secara online minimal satukali dalam 6 (enam) bulan terakhir. Data diolah dengan menggunakan metodestructural equation modelling. Penelitian ini membuktikan bahwa functionalperformance/usefulness dan internet usage memiliki pengaruh positif yang signifikanterhadap online purchase intensity. Namun, pada hedonic performance/enjoyment danproduct risk tidak terbukti bahwa kedua variabel tersebut memiliki pengaruh positifterhadap online purchase intensity.

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ABSTRACT
Modern era and fast paced changing the way of people activity includingshopping activity. Development of internet technology and mobile applicationscontained on the smart phone make the shopping activity becomes easier with onlineshopping methods or so called e-commerce. Various facilities offered by the ecommercemake shopping lifestyle shift increasingly visible mainly for fashionproducts. This research has the purpose to analyze the effect of functionalperformance / usefulness, hedonic performance / enjoyment, product risk, andinternet usage towards online purchase intensity on early adopters and late adopters.Samples were involved in this study is a consumers that have ever shopped online atleast once in 6 (six) months. The data is processed by using structural equationmodelling. This study proves that functional performance/usefulness and internetusage has a significant positive effect on online purchase intensity. However, thehedonic performance/enjoyment and product risk is not evident that these twovariables have a positive effect on online purchase intensity.