Influence of Pop Culture, Emotional Trust, Inconsistent Reviews and Consumer Purchase Intention on Zalora’s Women Product in Indonesia
Abstract
The paper observed the several variables which impacts on the female consumer purchase intention on Zalora products in Indonesia. Respondents in this study were women aged 18-30 years who have a Facebook account and like the Facebook fanpage of Zalora Indonesia (https://www.facebook.com/ZaloraIndonesia). This study used analysis of Structural Equation Modeling (SEM). The data were processed with IBM SPSS AMOS 21.The analysis results in this study showed that pop culture, emotional trust and inconsistent reviews impacted on the female consumer purchase intention on the Zalora products in Indonesia.
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