The Influence of Web Design and Brand Impression on Purchase Interest of Online Shopping Site OLX.CO.ID

Abstract

Through the study, the researchers would like to identify the influence of Web Design and Brand Impression on Purchase Interest of the costumers toward the online shopping site OLX.CO.ID. The research is conducted due to the improving interest among the e-commerce businessmen, including the OLX.CO.ID. Within the conduct of the study, the researchers employed two independent variables, namely Web Design and Brand Impression, and one dependent variable, namely Purchase Interest. Then, the respondents for the study were selected by implementing the purposive sampling technique; in total, there were 120 respondents that had been selected for the conduct of the study. The data that had been gathered from the respondents were analysed by using the Partial Least Square (PLS) technique. The results of the study show that Web Design has positive and significant influence on Purchase Interest with the significance value of probability 5.942 and, similarly, Brand Impression has positive and significant influence on Purchase Interest with the significance value of probability 5.059 for the online shopping site OLX.CO.ID.

Keyword: Web Design, Brand Impression, Purchase Interest

DOI: 10.7176/JMCR/67-07

Publication date: April 30^th 2020