<![CDATA[ABSTRAKDi era ini, platform digital e-commerce tumbuh sangat pesat dan memunculkan berbagai toko online seperti shopee, tokopedia, blibli dan bukalapak. Banyaknya toko online tersebut, menciptakan rivalitas ketat sehingga penentuan stategi marketing perlu diperhatikan guna menarik minat pembeli. Penelitian ini bertujuan untuk menguji analisa faktor – faktor yang mempengaruhi niat pembelian baju secara online di Kota Batam. Di era globalisasi ini, banyak faktor – faktor yang mempengaruhi pembelian secara online seperti platform dan influencer. Metode penelitian ini menggunakan pendekatan kasual komparatif (Causal-Comparative Research) dengan membandingkan dua kelompok atau lebih untuk menentukan pengaruh suatu variabel bebas (Perceived Credibility, Trust, Subjective Norms, Perceived Expertise and Perceived Behavorial Control) terhadap variabel terikat (Purchase Intention).. Riset ini disebar ke 200 responden dengan metode convenience sampling melalui google form online. Software SPSS versi 25.0 dan SmartPLS versi 3.0 digunakan dalam analisis data penelitian. Hasil analisis menunjukkan bahwa bahwa Perceived Capability, Perceived Expertise, dan Brand Attitude berpengaruh signifikan terhadap niat pembelian. Sementara itu, Trust, Subjective Norms, dan Perceived Behavioral Control tidak berpengaruh signifikan terhadap niat pembelian (Purchase Intention).Kata Kunci: Niat Pembelian; E-Commerce, kasual komparatif, Platform DigitalABSTRACTIn this era, digital e-commerce platforms grow very rapidly and give rise to various online stores such as shopee, tokopedia, blibli and bukalapak. The number of online stores creates intense competition so that the determination of marketing strategies needs to be considered in order to attract buyers. This study aims to examine the analysis of factors that influence the intention to purchase clothes online in Batam City. In this era of globalization, many factors influence online purchases such as platforms and influencers. This research method uses a causal-comparative research approach by comparing two or more groups to determine the effect of an independent variable (Perceived Credibility, Trust, Subjective Norms, Perceived Expertise and Perceived Behavorial Control) on the dependent variable (Purchase Intention). This research was distributed to 200 respondents using the convenience sampling method through an online google form. SPSS software version 25.0 and SmartPLS version 3.0 were used in analyzing the research data. The results of the analysis show that Perceived Capability, Perceived Expertise, and Brand Attitude have a significant effect on purchase intention. Meanwhile, Trust, Subjective Norms, and Perceived Behavioral Control have no significant effect on Purchase Intention.Keywords: Purchase Intention; E-Commerce, comparative casualty, Digital Platforms]]>
