Indonesian Millennials Online Shopping Intention During the New Normal Post Covid 19 Vidyarini Dwita (a*), Puspa Leni (b), Jumiatul Mulya (b), Megawati (a)
a) Department of Management, Universitas Negeri Padang, Indonesia
*vidyarini[at]fe.unp.ac.id
megawati.me[at]gmail.com
b) STIE Perdagangan,Indonesia
puspaleni[at]gmail.com
jumiatulmulya89[at]gmail.com
Abstract
This research investigated the interest in online shopping among Indonesian Millennials during the new normal COVID-19 epidemic. This study adds to the knowledge of the effect of familiarity with online shopping as mediated by information search on the online shopping interests of urban millennials during the new normal COVID-19 pandemic. This study is a sort of quantitative research done on urban millennials interested in online shopping amid the 2022 pandemic caused by the new normal strain of COVID 19. An online survey of urban millennials was conducted using non-probability samples obtained with purposive sampling. There were 200 respondents in the model--SmartPLS-based approaches for data analysis. The research findings show that familiarity with online shopping and information search have a positive and indirect influence on the online purchase intent of Indonesian urban millennials. Information search mediates the relationship between online shopping familiarity and online purchase intentions. To draw the attention of urban millennials to online shopping, it is essential to evaluate their familiarity with online shopping and where and how they search for information before they^re interested in purchasing online.
Keywords: Online purchase intention - Online shopping familiarity- Information search - Millennial consumers- New normal Post Covid 19
