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"Indonesia, the largest proportion of internet market in Southeast Asia, has 32.19% usage allocated for e-commerce (BPS, 2018) and the biggest contribution by beauty category (Statista, 2018). This current study investigated whether the factors influencing online buying behavior (Laszlo & Mihai, 2015) contains: product perception (price, variety, quality), shopping experience (convenience, capability, playfulness), and information access; has a positive influence to online trust that already defined as the main issue at e-commerce (Sahney et al, 2013) which probably also having an influence to online buying behavior specifically in Indonesia beauty category. Questionnaire was taken as a quantitative method to test the hypotheses. Data from 261 valid respondents had been processed by SEM confirmed that online buying behavior in Indonesia beauty industry positively affected by product quality, information access, enjoyment / playfulness, and website image. Moreover, this research also found a differences of online buying behavior factors between millennial (18–34 years old) and non-millennial (>34 years old): millennial has an influence of product quality, convenience, capability, and enjoyment/playfulness, meanwhile non-millennial is more being influenced to information access than product quality.

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Indonesia sebagai pangsa pasar internet terbesar di Asia Tenggara memiliki 32,19% kontribusi aktivitas dari e-commerce (BPS, 2018) dimana kontribusi terbesarnya berasal dari kategori kecantikan (Statista, 2018). Penelitian ini bertujuan untuk menginvestigasi apakah factor-faktor yang berpengaruh kepada perilaku pembelanjaan online menurut Laszlo & Minhai (2015): persepsi terhadap produk (harga, variasi, dan kualitas), pengalaman berbelanja (kenyamanan, kemampuan, dan interaksi), dan akses informasi memiliki pengaruh positif terhadap rasa percaya terhadap online yang menjadi issue utama dalam e-commerce (Sahney et al, 2013) dimana juga memiliki pengaruh positif terhadap perilaku berbelanja online. Metode rist kuantitatif dilakukan dengan kuesioner untuk menguji hipotesis. Data yang didapat dari 261 responden valid yang telah di proses menggunakan SEM menunjukan bahwa perilaku berbelanja online di kategori kecantikan di Indonesia dipengaruhi secara positif dari kualitas produk, akses informasi, interaksi online, dan kesan website. Selain itu, hasil penelitian ini juga menunjukkan bahwa adanya perbedaan antara factor yang memengaruhi perilaku berbelanja online antara generasi millennial (18–34 tahun) dan generasi non-millennial (>34 tahun), dimana generasi millennial dipengaruhi oleh kualitas produk, kenyamanan, kemampuan, dan interaksi; sedankan generasi non-millennial lebih dipengaruhi oleh akses informasi dibandingkan dengan kualitas produk."

"E-niaga atau E-commerce telah menjadi suatu hal yang esensial dan fenomena yang berkembang pesat saat ini. Kenyamanan dan kemudahan belanja online menjadikan hal ini tren yang juga berkembang di kalangan konsumen. Kebiasaan ini telah meningkatkan minat perusahaan-perusahaan e-commerce untuk fokus pada bidang ini. Oleh karena itu, penelitian ini bertujuan untuk menentukan hubungan antara perceived risk, attributes of online shopping, dan subjective norms dengan online shopping behavior dan dengan variabel mediator purchase intention. Subjek analisis adalah masyarakat Jabodetabek yang pernah bertransaksi di e commerce B2C di Indonesia. Data yang dikumpulkan kemudian dianalisis menggunakan aplikasi SPSS dan SmartPLS. Structural Equation Modelling digunakan untuk menguji kesesuaian model dan pengujian hipotesis. Hasil penelitian adalah bahwa perceived risk berpengaruh positif namun kecil, attributes of online shopping sangat berpengaruh, dan subjective norms hanya memiliki pengaruh kecil, serta purchase intention juga terbukti menjadi variabel mediator yang berfungsi dengan baik.

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E commerce has become an essential and rapidly growing phenomenon today. The convenience and ease of online shopping make this a trend that is also growing among consumers. This practice has increased the interest of e commerce companies to focus on this field. Therefore, this study aims to determine the relationship between perceived risk, attributes of online shopping, and subjective norms with online shopping behavior and with purchase intention as mediator variable. The subject of analysis is the Jabodetabek people who have transacted in B2C e commerce in Indonesia. The data collected is then analyzed using SPSS and SmartPLS applications. Stuctural Equation Modeling is used to test the suitability of models and hypothesis testing. The result of the research is that perceived risk has positive but small effect, attributes of online shopping is very influential, and subjective norms only have small influence, and purchase intention also proved to be a mediator variable that works well."

"Penelitian ini bertujuan untuk menganalisis pengaruh dari modal manusia, modal sosial, berbagi pengetahuan, kreativitas karyawan, dan kebermaknaan kerja terhadap perilaku kerja inovatif karyawan di perusahaan farmasi di Indonesia. Pengumpulan data dilakukan menggunakan kuesioner online dengan jumlah responden sebesar 286 responden di perusahaan farmasi di Indonesia dan data dianalisis menggunakan metode structural equation modeling (SEM) dengan software SPSS Amos versi 24. Hasil penelitian menyatakan bahwa modal manusia memiliki pengaruh positif dan signifikan terhadap modal sosial, yang selanjutnya memiliki pengaruh positif dan signifikan terhadap berbagi pengetahuan, dan selanjutnya memiliki pengaruh positif dan signifikan terhadap kreativitas karyawan. Seperti yang diharapkan, kreativitas karyawan memiliki pengaruh positif dan signifikan terhadap perilaku kerja inovatif. Hubungan antara modal sosial dan kreativitas karyawan dimediasi oleh berbagi pengetahuan, dan hubungan antara berbagi pengetahuan dan perilaku kerja inovatif dimediasi oleh kreativitas karyawan. Sebagai variabel moderasi, kebermaknaan kerja memoderasi hubungan antara modal sosial dan berbagi pengetahuan. Modal manusia tidak menunjukkan pengaruh langsung yang signifikan terhadap berbagi pengetahuan, namun, modal sosial memediasi hubungan antara modal manusia dan berbagi pengetahuan. Penelitian ini memberikan wawasan bagi praktisi di perusahaan farmasi di Indonesia tentang bagaimana meningkatkan perilaku kerja inovatif karyawannya melalui pengembangan modal manusia, modal sosial, berbagi pengetahuan, dan kebermaknaan kerja karyawannya, untuk memperkuat lingkungan kreatif dan inovatif bagi karyawannya.

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This study aims to analyze the influence of human capital, social capital, knowledge sharing, employee creativity, and work meaningfulness on employee innovative work behavior in pharmaceutical companies in Indonesia. Data were collected using an online questionnaire with a total of 286 respondents in pharmaceutical companies in Indonesia and data were analyzed using the structural equation modeling (SEM) method with SPSS Amos software version 24. The results stated that human capital has a positive and significant effect on social capital, which in turn has a positive and significant effect on knowledge sharing, and subsequently has a positive and significant effect on employee creativity. As expected, employee creativity has a positive and significant effect on innovative work behavior. The relationship between social capital and employee creativity is mediated by knowledge sharing, and the relationship between knowledge sharing and innovative work behavior is mediated by employee creativity. As a moderating variable, work meaningfulness moderates the relationship between social capital and knowledge sharing. Human capital showed no significant direct effect on knowledge sharing, however, social capital mediates the relationship between human capital and knowledge sharing. This study provides insights for practitioners in pharmaceutical companies in Indonesia on how to improve the innovative work behavior of their employees through the development of human capital, social capital, knowledge sharing, and work meaningfulness of their employees, to strengthen the creative and innovative environment for their employees."

"Masifnya penetrasi internet telah mengubah perilaku konsumen dari berbelanja melalui store fisik menjadi belanja online. Sebagian besar konsumen menunjukkan perilaku online impulse buying atau pembelian secara spontan tanpa adanya perencanaan saat berbelanja online. Perilaku impulse buying dapat terjadi karena adanya stimulus, seperti website quality, sales promotion, dan online payment use. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh website quality terhadap online impulse buying yang dimoderasi dengan sales promotion dan online payment use pada konsumen produk kecantikan dan perawatan di Kanal LazMall Lazada pada wilayah Jakarta. Penelitian menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 165 responden yang didapatkan melalui online questionnaire. Hasil penelitian menunjukkan bahwa website quality berpengaruh secara signifikan terhadap online impulse buying. Namun, tidak terdapat pengaruh signifikan pada sales promotion dan online payment use terhadap online impulse buying. Selanjutnya, sales promotion dan online payment use tidak memoderasi hubungan antara website quality dan online impulse buying.

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The massive penetration of the internet has changed consumer behavior from shopping through physical stores to online shopping. Most consumers show impulse buying online behavior or buy certain products spontaneously without careful consideration when shopping online. Impulse buying behavior can occur due to stimuli, such as website quality, sales promotion, and online payment use. Therefore, this study aims to analyze the effect of website quality on online impulse buying moderated by sales promotion and online payment use for consumers of beauty and personal care products in the LazMall Channel Lazada in the Jakarta area. The study used a quantitative approach through purposive sampling technique on 165 respondents, who were obtained through an online questionnaire. The results showed that website quality had a significant effect on online impulse buying. However, there is no significant effect on sales promotion and online payment use on online impulse buying. Furthermore, sales promotion and online payment use do not moderate the relationship between website quality and online impulse buying."

"Pada tahun 2012, pengguna internet di Indonesia diperkirakan akan mencapai angka 50 juta pengguna. Seiring dengan peningkatan jumlah pengguna internet, jumlah pebisnis yang menggunakan sistem online juga semakin meningkat. Peningkatan jumlah bisnis online terutama dalam bidang fashion tentu meningkatkan persaingan di pasar. Para pemilik bisnis berlomba untuk memenangkan pasar sehingga produk mereka dapat diterima oleh konsumen. Heterogenitas pasar, yang di dalamnya termasuk perilaku konsumen menjadi kendala utama dalam memenangkan pasar. Oleh karena itu, perlu dilakukan analisis terhadap perilaku konsumen. Tujuan analisis perilaku konsumen ini adalah mengetahui faktor-faktor yang mempengaruhi konsumen dalam mengambil keputusan. Penelitian ini menggunakan analisis faktor untuk mengetahui faktor-faktor apa saja yang mempengaruhi konsumen dalam membuat keputusan, khususnya keputusan untuk membeli produk fashion secara online. Dalam analisis ini, dapat terlihat pengaruh dari karakteristik konsumen, yang meliputi usia, jenis kelamin, tingkat ekonomi, pendidikan, dan pendapatan, pengaruh dari bauran pemasaran yang meliputi harga, produk, distribusi, dan promosi, serta pengaruh dari web experience terhadap keputusan yang akan dibuat oleh konsumen. Dalam analisis faktor, variabel-variabel asli yang jumlahnya banyak direduksi menjadi beberapa faktor, sehingga didapatkan faktor yang lebih sedikit dibandingkan dengan variabel asli tanpa mengurangi infomasi yang terkandung dalam variabel asli. Hasil penelitian ini menunjukkan bahwa faktor-faktor yang mempengaruhi konsumen dalam membuat keputusan untuk membeli produk fashion secara online adalah faktor Web, faktor produk, faktor promosi, dan faktor pelayanan (service). Hasil analisis ini pada akhirnya dapat digunakan sebagai dasar dalam pemilihan atau penetapan strategi pemasaran yang akan dilakukan terutama untuk mengetahui segmentasi pasar yang ada.

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In 2012, Internet users in Indonesia is expected to reach 50 million users. Along with the increasing number of Internet users, the number of businesses that use online system also increased. An increasing number of online businesses, especially in the field of fashion would increase competition in the market. The business owners are competing to win the market so their products can be accepted by consumers. Heterogeneity market, which includes consumer behavior becomes a major obstacle in winning the market. Therefore, there should be an analysis of consumer behavior.

Objective analysis of consumer behavior is to know the factors that influence consumer decisions. This study uses factor analysis to determine the factors that influence consumers in making decisions, particularly the decision to buy the fashion products online. In this analysis, it can be seen the influence of consumer characteristics, which include age, gender, economic level, education, and income, the effect of the marketing mix including price, product, distribution, and promotion, as well as the influence of the web experience to the decision to be made by consumers. In a factor analysis, the original variables of the polynomial reduced to a few factors, so we get a factor of less than the original variables without reducing the information that is contained in the original variables.

The results of this study indicate that the factors that influence consumers in making the decision to buy the fashion products by online is the factor of web, factor of product, factor of promotion, and factors of service. The results of this analysis could eventually be used as a basis in the selection or determination of a marketing strategy that will be conducted primarily to determine the existing market segmentation."

"Seiring dengan pesatnya kemajuan teknologi, kini hampir semua aktivitas dapat dilakukan dengan Internet, tidak terkecuali aktivitas berbelanja. Penelitian ini membahas tentang perilaku konsumen dalam berbelanja produk fashion secara online menggunakan Theory Reasoned Action (TRA) dengan melihat bagaimana variabel relative advantage, result demonstrability, compatibility, ease of use, visibility, dan perceived risk mempengaruhi sikap terhadap berbelanja produk fashion secara online. Selanjutnya juga bagaimana variabel attitude, dan subjective norms mempengaruhi intensi untuk terus melanjutkan penggunaan Internet untuk berbelanja produk fashion. Pengolahan data dalam penelitian ini menggunakan structural equation modeling (SEM). Hasil penelitian menunjukkan bahwa attitude dan offline subjective norms merupakan faktor yang berpengaruh terhadap intensi untuk terus melanjutkan pembelian produk fashion secara online. Ditambah juga, result demonstrability dan perceived risk berpengaruh terhadap sikap dalam berbelanja produk fashion secara online.

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Along with the rapid advances in technology, now almost all of the activities can be done with the Internet, including shopping activity. This study discusses consumer behavior on purchasing fashion products in the Internet using the Theory of Reasoned Action (TRA) to see how these variables; relative advantage, result demonstrability, compatibility, ease of use, visibility, and perceived risk affect attitudes toward online shopping fashion products. Furthermore, also how attitude, and subjective norms influence the intention to continue to use the Internet to purchase fashion products. Processing of the data in this study using structural equation modeling (SEM).

Findings show that consumers' attitude towards purchasing on the Internet is an influential factor on intentions to continue Internet purchasing. Additionally, result demonstrability and perceived risk are influential factors on attitudes towards this behavior."

"Lingkungan yang dinamis dan cepat berubah membuat organisasi dan individu di dalamnya harus mampu beradaptasi untuk melakukan perubahan. Perkembangan politik, ekonomi, sosial, teknologi, atau lingkungan telah memaksa organisasi publik untuk terus beradaptasi dengan keadaan yang berubah, sehingga organisasi berada dalam siklus perubahan organisasi yang berkelanjutan. Pegawai memiliki peranan penting dalam penerapan berbagai inisiatif perubahan yang ada di organisasi. Penelitian terdahulu mengakui peran penting kesiapan pegawai untuk berubah dalam mengimplementasikan perubahan organisasi. Penelitian ini bertujuan untuk menguji beberapa faktor yang berkaitan dengan kesiapan untuk berubah seperti praktik manajemen sumber daya manusia berkinerja tinggi, komitmen afektif, dan identifikasi organisasional. Selain itu, penelitian ini juga melihat peran budaya hierarki dalam memoderasi hubungan praktik manajemen sumber daya manusia berkinerja tinggi dan komitmen afektif. Penelitian ini melibatkan yang merupakan pegawai tetap pada salah satu Lembaga Pengawas dan/atau Pengatur di Indonesia dengan masa kerja di instansi dimaksud minimal satu tahun. Data penelitian dikumpulkan dengan menggunakan kuesioner dan didapatkan 266 responden. Namun data yang dapat digunakan untuk diolah hanya 251 sampel akibat adanya data yang tidak sempurna sehingga tidak dapat digunakan dalam penelitian. Data yang terkumpul dianalisis menggunakan metode Structural Equation Modeling berbasis Covariance-Based Structural Equation Modeling (CB-SEM) dengan aplikasi AMOS. Hasil penelitian menunjukkan praktik manajemen sumber daya manusia berkinerja tinggi berpengaruh positif dan signifikan terhadap komitmen afektif, identifikasi organisasional, dan kesiapan pegawai untuk berubah. Kesiapan untuk berubah juga mempunyai pengaruh positif dan signifikan terhadap kinerja pegawai. Adapun budaya hierarki tidak memiliki peran moderasi dalam hubungan praktik manajemen sumber daya manusia dan komitmen afektif. Penelitian ini memberikan wawasan bagi praktisi di sektor publik tentang bagaimana meningkatkan kesiapan untuk berubah pegawai melalui pengoptimalan praktik manajemen sumber daya manusia berkinerja tinggi.

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A dynamic and rapidly changing environment requires organizations and individuals to be able to adapt to make changes. Political, economic, social, technological or environmental developments have forced public organizations to continuously adapt to changing circumstances, so that organizations are in a continuous cycle of organizational change. Employees have an important role in implementing various change initiatives in the organization. Previous research has recognized the important role of employee readiness to change in implementing organizational change. This study aims to examine several factors related to readiness for change such as high-performance human resource management practices, affective commitment, and organizational identification. In addition, this study also looks at the role of hierarchical culture in moderating the relationship between high-performance human resource management practices and affective commitment. This research involves those who are permanent employees at one of the Supervisory and/or Regulatory Institutions in Indonesia with a minimum working period of one year in the agency concerned. Research data was collected using a questionnaire and obtained 266 respondents. However, there are only 251 samples that can be used for processing due to imperfect data so they cannot be used in research. The collected data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) method with the AMOS application. The results of the study show that high-performance human resource management practices have a positive and significant effect on affective commitment, organizational identification, and employee readiness to change. Readiness to change also has a positive and significant influence on employee performance. The hierarchical culture does not show a significant moderating effect in strengthening the relationship between human resource management practices and affective commitment. This research provides insights for practitioners in the public sector on how to increase readiness to change employees through optimizing human resource management practices."

"Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi impulsive buying behavior pada konsumen yang menonton live streaming shopping melalui platform Shopee dan TikTok di Indonesia. Untuk menemukan penjelasan atas hal tersebut, penelitian mengadopsi kerangka Stimulus-Organism-Response yang menjelaskan bagaimana lingkungan eksternal melalui kondisi kogntif dan psikologis memengaruhi tindakan individu. Pengumpulan data dilakukan kepada 400 responden di Indonesia yang pernah melakukan pembelian produk saat menonton live streaming shopping pada platform Shopee dan TikTok, yang terbagi atas 200 responden pengguna Shopee dan 200 responden pengguna TikTok. Data terkumpul dianalisis menggunakan metode PLS-SEM dengan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa terdapat perbedaan pengaruh faktor impulsive buying behavior antara konsumen yang menonton live streaming shopping pada platform Shopee dan TikTok. Anchor characteristics, promotion incentive information, dan promotion time-limit memiliki pengaruh positif dan signifikan terhadap perceived trust dan perceived value konsumen yang menonton live streaming shopping pada platform Shopee dan TikTok. Sementara itu, online comments tidak memengaruhi perceived trust dan perceived value di Shopee dan logistics service quality tidak memengaruhi perceived trust dan perceived value di TikTok. Selanjutnya, peneliti menemukan bahwa perceived trust dan perceived value berpengaruh positif dan signifikan terhadap impulsive buying behavior konsumen yang menonton live streaming shopping pada platform Shopee dan TikTok.

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This study aims to determine the factors influencing impulse buying behavior in consumers who watch live streaming shopping through Shopee and TikTok in Indonesia. The study adopted the Stimulus-Organism-Response framework that explains how the external environment through cognitive and psychological conditions influences individual actions. Data collection was carried out on 400 respondents in Indonesia who had made product purchases while watching live streaming shopping on Shopee and TikTok, which were divided into 200 respondents of Shopee users and 200 respondents of TikTok users. The collected data was analyzed using the PLS-SEM method with SmartPLS 3.0 software.The findings indicate differences in the impact of factors influencing impulsive buying behavior between consumers who engage in live streaming shopping on Shopee and TikTok. Anchor characteristics, promotional incentive information, and promotion time-limit positively and significantly affect both perceived trust and perceived value among viewers on these platforms. In contrast, online comments do not influence perceived trust and value on Shopee, while logistics services quality has no impact on these perceptions on TikTok. Additionally, the research demonstrated that perceived trust and perceived value significantly and positively influence the impulsive buying behavior of consumers who participate in live streaming shopping on both Shopee and TikTok."

"Di zaman sekarang ini, banyak bisnis memanfaatkan dukungan publik figur untuk meningkatkan penjualan dan brand awareness mereka, bahkan juga untuk memperluas target market mereka. Dikarenakan banyak brand dari berbagai industri menyadari seberapa besar dampak dari endorse publik figur ini, mereka semakin bergantung kepada mereka karena publik figur ini mempunyai kemampuan untuk mempengaruhi orang terhadap suatu produk atau servis. Hal ini mendorong pelaku bisnis untuk lebih banyak berkolaborasi dengan influencer dan hal ini terlihat dari kasus Tasya Farasya dan dampak endorsement di industri kecantikan. Oleh karena itu, makalah ini bertujuan untuk memahami bagaimana konsep teori AIDA model (Lewis, 1898) menjelaskan pengaruh publik figur dalam mempengaruhi perilaku pembelian masyarakat melalui endorsement Tasya Farasya di Instagram. Penelitian ini menggunakan metode kualitatif dan metode pengumpulan data sekunder digunakan untuk menganalisis unsur AIDA dalam fenomena endorsement Tasya Farasya. Penelitian ini, kemudian, menunjukkan bahwa ada beberapa tahapan yang dilalui seseorang dalam proses pengambilan keputusan untuk membeli produk atau layanan, dan tingkat keefektifan model ini bergantung pada siapa yang di endorse.

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In this day and age, a lot of business brands, make use of public figure endorsement to increase their brand awareness and sales and hopefully expand more potential target audience. As many brands coming from different industries have shown how impactful these endorsements are, they rely more on those public figures/influencers due to their power in shaping people’s desires on a product on service. This encourages businesses to collaborate more with influencers and this can be seen through the case of Tasya Farasya and the beauty industry endorsement impacts. Thus, this paper aims to understand how the AIDA model of communication theory (Lewis, 1898) explains the influence of public figure in influencing people’s buying behavior through Tasya Farasya’s endorsement on Instagram. In order to gain the data, qualitative method is applied in this research and secondary data collecting method is used to analyze the AIDA elements in Tasya Farasya’s endorsement phenomenon. The study later shows that there are some stages people gone through in their decision-making process to purchase a product or service and the effectiveness rate of this model is depending on who’s being endorsed. In this day and age, a lot of business brands, make use of public figure endorsement to increase their brand awareness and sales and hopefully expand more potential target audience. As many brands coming from different industries have shown how impactful these endorsements are, they rely more on those public figures/influencers due to their power in shaping people’s desires on a product on service. This encourages businesses to collaborate more with influencers and this can be seen through the case of Tasya Farasya and the beauty industry endorsement impacts. Thus, this paper aims to understand how the AIDA model of communication theory (Lewis, 1898) explains the influence of public figure in influencing people’s buying behavior through Tasya Farasya’s endorsement on Instagram. In order to gain the data, qualitative method is applied in this research and secondary data collecting method is used to analyze the AIDA elements in Tasya Farasya’s endorsement phenomenon. The study later shows that there are some stages people gone through in their decision-making process to purchase a product or service and the effectiveness rate of this model is depending on who’s being endorsed. "

"Dilatar belakangi oleh perkembangan internet dan teknologi informasi, toko online mengalami peningkatan peran dalam pemasaran modern. Pengguna internet Indonesia yang meningkat dari waktu ke waktu dapat dipandang sebagai peluang pasar tersendiri. Penelitian ini bertujuan untuk mengetahui keinginan membeli konsumen pada toko pakaian online yang dipengaruhi oleh kualitas pelayanan, kualitas produk, resiko yang dipersepsikan, kenyamanan dan kesenangan. Data dikumpulkan dengan cara menyebarkan kuesioner kepada konsumen toko pakaian online serta wawancara kepada responden dan pelaku usaha toko pakaian online. Hasil penelitian menunjukkan bahwa konsumen Kota Depok dalam melakukan pembelian pada toko pakaian online didasarkan pada kesenangan pribadi konsumen, yaitu kesenangan menikmati proses belanja pada toko pakaian online, serta bagi mereka berbelanja di toko pakaian online sangat menarik dan merupakan cara untuk mengisi waktu luang. Pada bagian akhir, penulis merumuskan beberapa upaya yang dapat ditempuh oleh pelaku usaha toko pakaian online untuk mendapatkan pelanggan dan beberapa saran untuk penelitian lanjutan.

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Against the background by the development of Internet and information technology, online stores have increased the role of modern marketing. Indonesian Internet users increased from time to time may be viewed as a separate market opportunities. This study aims to determine the purchase intention of consumers to buy online clothing stores that are affected by the quality of service, product quality, perceived risk, convenience and fun. Data were collected by distributing questionnaires to consumers online clothing stores as well as an interview to the respondent and businesses online clothing store. The results showed that consumers Depok City in making a purchase at an online clothing store based on consumer personal fun, that is fun to enjoy the process of shopping at online clothing stores, as well as for those shopping at online clothing stores are very exciting and a great way to spend leisure time. In the end, the authors formulate several attempts that can be taken by businesses online clothing store to get customers and some suggestions for further research."