Website Atmosphere, Perceived Flow and Its Impact on Purchase Intention
Ganjar Moh Disastra, Bethani Suryawardani, Widya Sastika

Informasi Umum

Kode

20.25.015

Klasifikasi

658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy

Jenis

Proceeding ( Electronic )

Subjek

Marketing Channel

No. Rak

Dilihat

123 kali

Informasi Lainnya

Abstraksi

The online retail industry in Indonesia is growing rapidly and creating increasingly fierce competition. In online retailing, the website is the main media that should always be considered. Website must be developed in such a way as to create attraction, convenience and easiness for consumers, so as to generate purchase intention. One aspect that is still rarely studied in website development is about the websites atmosphere and how it relates to consumer behavior. This study aims to examine the effect of the websites atmosphere on consumers perceived flow and its impact on purchase intention. The method used in this research is quantitative method by applying Multiple Regression Analysis technique. Data were obtained through the distribution of questionnaires to 400 respondents who had visited the online retail website. The results showed that the dimensions of the website atmosphere consisting of virtual layout and design, virtual atmospherics, virtual theatrics and virtual social presence, had a significant effect on perceived flow. Perceived flow in turn also affects purchase intention significantly. Keywords—marketing management; website atmosphere; perceived flow; purchase intention

• AM111063 - MANAJEMEN PEMASARAN
• DMH1A4 - MANAJEMEN PEMASARAN
• VPI1A4 - MANAJEMEN PEMASARAN
• DEI2L2 - MANAJEMEN PEMASARAN
• DEK1JAB3 - PEMASARAN
• DDK2CAB3 - Manajemen Pemasaran
• DDK4LBB3 - Manajemen
• GFK1BAB3 - Manajemen

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Ganjar Moh Disastra, Bethani Suryawardani, Widya Sastika
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Universitas Telkom
Kota	Bandung
Tahun	2018

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

Download / Flippingbook