ANALYZING THE EFFECT OF PERCEIVED VALUE AND TRUST ON PURCHASE INTENTION (CASE STUDY OF ZALORA)
Abstract: With advance
progress of marketing, nowadays people don’t have to waste their time walking
to the store to buy things. They only need to browse the internet and search
for what they want and get it in no time. With this convenience in mind, the
interest in online shopping is increasing. When customers intent to purchase
product from the internet, they consider about perceived value and trust. The
main objective of this study is to analyze the effect of perceived value and
trust on purchase intention of Zalora. The data was collected from 100
respondents and multiple regression analysis was used to test the relationship
among variables. Based on indicators explained in perceived value which are
experimental value, functional value, market value and trust which are ability,
benevolence, integrity they has a significant partial effect on purchase
intention. The result can be maintain by giving the customer the best value and
obtain their trust to sustain their purchase intention.
Keywords: online shop,
purchase intention, perceived value, trust
Penulis: Octodavid Kawet,
Sifrid S. Pangemanan, Johan Tumiwa
Kode Jurnal: jpmanajemendd170520
