Research Paper
Year: 2020 | Month: February | Volume: 7 | Issue: 2 | Pages: 208-213
The Effect of Brand Image, Variety-Seeking Tendency, and Peer Influence to Promotional Activity Interest and Its Effect to Purchaseintention on Millennials
Henry Harwanto, Nukky Rizki Nuari, Peter Christian
Business Management Program, Management Department, BINUS Business School Master Program, Bina Nusantara University, (binus.ac.id)/(binus.edu) Jakarta, Indonesia, 11480
Corresponding Author: Henry Harwanto
ABSTRACT
The aim of this study is to analyse the consumer behaviour of millennials when making a purchase through e-commerce platforms. Factors that are suspected to have influence over the millennials decision of making purchases through e-commerce platforms are brand image, variety-seeking tendency, peer influence and influenced by the mediating variable that is promotional activity. The research method was a survey through questionnaires which have been distributed to 200 sample that are of age 17 to 38 years old, and they were analysed by SPSS 22. The result of the study showed that variables that have significant influence on the purchase intention are peer influence & promotional activity, the other variables does not affect purchase intention significantly. Even though the variable variety-seeking tendency did not have significant influence directly to purchase intention, the variable will have significant influence on purchase intention if facilitated with promotional activity.
Keywords: Brand Image, Variety-Seeking Tendency, Peer Influence, Promotional Activity Interest and Purchase intention.
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