The Influence of Risk Perception and Lifestyle on Purchase Intention (A Survey of Online Fashion Consumers of Celosia Etnik in Bandung)

Fadila Rahmawati(1*), Koernia Purwihartuti(2), Berni Rahman Iskandar(3), Sri Raharso(4)


(1) Bachelor of Business Administration, Faculty of Business Administration, Politeknik Negeri Bandung, Indonesia
(2) Bachelor of Business Administration, Faculty of Business Administration, Politeknik Negeri Bandung, Indonesia
(3) Bachelor of Business Administration, Faculty of Business Administration, Politeknik Negeri Bandung, Indonesia
(4) Bachelor of Business Administration, Faculty of Business Administration, Politeknik Negeri Bandung, Indonesia
(*) Corresponding Author

Abstract


Rapid growth in Indonesia's fashion e-commerce sector has not translated into proportionally high purchase conversion, a gap evident among local batik MSMEs such as Celosia Etnik, where strong consumer interest often fails to result in actual purchases. This study examines how risk perception and lifestyle, both partially and simultaneously, influence purchase intention toward Celosia Etnik's online fashion products. Using an explanatory quantitative approach with a cross-sectional survey, 339 consumers were surveyed via a Likert-scale questionnaire; after removing 15 outliers, 324 responses were analyzed through multiple linear regression. Results show that risk perception significantly and negatively affects purchase intention, while lifestyle significantly and positively affects it, with lifestyle proving the more dominant predictor. Both variables also significantly and simultaneously influence purchase intention, together explaining a substantial portion of its variation. These findings suggest that Celosia Etnik should clarify product information to reduce consumer risk perception while strengthening lifestyle-oriented marketing strategies to drive stronger purchase conversion.


Keywords


risk perception; lifestyle; future purchase intention; online fashion; e-commerce

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References


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DOI: https://doi.org/10.26714/vameb.v22i2.21830

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