THE EFFECT OF ONLINE STORE ATMOSPHERE TOWARDS EMOTION AND ITS IMPACT ON PURCHASE DECISION

Abstract

The purpose of this study was to describe the Online Store Online Store Atmosphere can increase website visitor's emotions into a more positive direction and triggers on the Buying Decision Process on website.The subjects of this study are the buyer of electronic products at the Forum Jual Beli (FJB) Kaskus.co.id website.Kaskus.co.id is a pioneer in the marketspace in Indonesia, as well as the largest website forum in Indonesia.Sample in this study were 105 respondents, distributing questionnaires conducted online using Google Form.Inferential analysis techniques used are Generalized Structured Component Analysis (GSCA).The results of this study indicate there are 9 hypotheses with 7 hypotheses generating significant influence and 2 hypotheses produces insignificant effect.The hypotheses that generate a significant influence Web Design, Virtual Atmospherics, and the Virtual Social have significant positive effect on Emotion.Furthermore, Web Design, Virtual Atmospherics, and the Virtual Social have significant positive effect on Buying Decision Process.The hypotheses that produce insignificant effect on Emotions and Buying Decision Process is Virtual Theatrics Virtual.KEY WORDS Online store, store atmosphere,

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