FACTORS AFFECTING PURCHASE INTENTION OF ELECTRONIC HOUSE WARES IN INDONESIA

Consumer attitude has been identified as main factor used by customer when they need to evaluate a product and determine its value to bring out purchase intention. Aiming for same goal, this study aims to determine the factors that influence consumer purchase intentions in Indonesia especially for electronics housewares. This study investigated the respondents in one household electronics retailer in Indonesia, distributing questionnaires and involving 300 respondents, and finally checked the result using Structural Equation Modeling (SEM) method. There are two frameworks studied, the first one is about influence of demographics (age, gender, marital status, education level, and income level) towards purchase intention while the second studied the effect of brand image, the country of origin of products, product attributes, subjective norm, perceived behavioral control, attitude and atmosphere of the shop to purchase intention. The results of this study indicate that the demographics have an impact on purchase intentions for age and income levels indicator. While the second research models found that all variables in this study have an influence on consumer purchase intentions for household electronic equipment in Indonesia. Keywords: Brand Image, Country of Origin, Store Atmosphere, Attitude, Purchase Intention.