<![CDATA[This study aims to investigate the influence of Internet Self Efficacy, Perceived Aesthetics, and Perceived Risk on Perceived Benefit and Purchase Intentions. This study uses a quantitative approach with a sample selection technique using purposive sampling. The research data will be analyzed using the AMOS program to test the structural equation model. This study showed that Internet Self Efficacy had a positive and significant effect on Purchase Intention by 31.2%, Perceived Aesthetics had a positive and significant effect on Purchase Intention by 20.9%, Perceived Benefit had a positive effect on Purchase Intentions by 31.0%, Perceived Risk had no significant effect on Purchase Intentions, Internet Self Efficacy had a positive and significant effect on Perceived Benefit by 29.4%, Perceived Aesthetics had a positive and significant effect on Perceived Benefit by 44.0%. The results of this study are expected to provide valuable insights for practitioners and researchers in understanding online consumer behavior and helping in the development of effective marketing strategies.]]>
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