The Influence of Consumer’s Decision Making Process to Online Purchase Behavior Analysis

The local Indonesian women apparel category has been growing recently with the support of technological advancements and the increasing trend of online shopping. Thus, by knowing and following the current patterns of consumer behavior at every stage in making online purchase decisions, expected to help local fashion brands to expand their market share. The research design in this study is conclusive descriptive by analyzing online purchase behavior through online brand experience mediated by online brand familiarity; the influence of central route & peripheral route on the information adoption; information adoption mediated by perceived e-WOM credibility; and online purchase experience. The sampling method is purposive sampling with a sample size of 368 people who have bought the Indonesian local apparel brand online. The data is processed using Structural Equation Modeling (SEM) method by LISREL software. The results show that online brand experience has a positive influence on consumer online purchase behavior only if mediated by online brand familiarity; central route & peripheral route have a positive influence on information adoption; information adoption mediated by perceived e-WOM credibility is not significantly influence consumer online purchase behavior; and online purchase experience have a positive influence on consumer online purchase behavior.