INCREASING PURCHASE INTENTION THROUGH CREATING ONLINE SHOPPING VALUE

This study developed a model to explain the effect of online shopping value dimensions to customer satisfaction, as well as their impact on purchase intention. Data were collected from 300 online shoppers using a questionnaire that was used to test the research models, using structural equation modeling technique. The analysis results of the hypothesis testing found that the entire of online shopping value dimension, namely information value, social value, terminal value and instrumental value positively effect on customer satisfaction, and customer satisfaction positively and significantly effects on purchase intention. In addition, it was found that hedonic motivation more strongly affects customer satisfaction in the online shopping context in Indonesia, and in terms of utilitarian motivation, consumers are more concerned to the information value than social value.