| Popis: |
Indonesia is the highest share of mobile traffic in Southeast Asia. It has 87% of mobile traffic. On the other hand, based on the number of conversion rates, Indonesia only occupies the third position. Female consumers who do online shopping through E-commerce are relatively fewer than male consumers. The purpose of this study is to examine more deeply about the influence of brand preference on purchase intention of female E-Commerce consumers. This research used simple linear regression. The focus was on the use of E-Commerce. The results showed that brand preferences had influence on purchase intention of female E-commerce consumers. This impacts on the strategy used by E-Commerce companies, in which they have to create websites that provide clear information, contain audiovisual content, give some product choices, maintain product quality and authenticity, give the comfort for female consumers when doing online shopping, and keep transaction secure. |
