<![CDATA[The expansion of online retail has increased consumers’ access to specialized sports equipment, yet premium local products still face uncertainty when buyers cannot physically evaluate fit, material, and functional performance before purchase. This study examines the effects of Expectation and Perception on Online Purchase Intention through Attitude for the Dobok Olympic Elka Ultimate King in Surabaya. A conclusive, causal, quantitative survey was conducted among senior-category taekwondo athletes aged 18–35 years. After a 30-respondent pilot test, the main survey yielded 136 responses; 113 met the inclusion criteria, and 100 respondents were used for the final analysis. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The results show that Expectation did not significantly affect Attitude (β = −0.017; p = 0.897) or Online Purchase Intention (β = −0.008; p = 0.953). Perception significantly affected Attitude (β = 0.678; p < 0.001), but its direct effect on Online Purchase Intention was not significant (β = 0.278; p = 0.069). Attitude significantly influenced Online Purchase Intention (β = 0.381; p = 0.010) and significantly mediated the Perception –intention relationship (β = 0.258; p = 0.019), while the Expectation pathway was not mediated. The study contributes by showing that favorable product Perception requires a positive evaluative Attitude before translating into purchase intention for a high-involvement martial-arts uniform purchased online.]]>
