<![CDATA[Penelitian ini bertujuan untuk menguji pengaruh (1) hedonisme, (2) persepsi harga, (3) informasi, dan (4) kepercayaan terhadap intensi pembelian online produk fashion di Indonesia. Data dikumpulkan melalui kuesioner daring dengan 222 responden menggunakan teknik non-probability sampling. Analisis dilakukan menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa (1) hedonisme, informasi, dan kepercayaan berpengaruh positif terhadap intensi pembelian online, (2) persepsi harga berpengaruh positif melalui mediasi hedonisme, serta (3) informasi berpengaruh positif terhadap kepercayaan. Temuan ini memberikan wawasan strategis bagi pelaku bisnis fashion untuk meningkatkan daya tarik dan kepercayaan konsumen melalui platform daring. Studi ini menyoroti pentingnya aspek emosional, ulasan daring, dan kepercayaan dalam memengaruhi keputusan pembelian konsumen. This research aims to examine the influence of (1) hedonism, (2) price perception, (3) information, and (4) trust on online purchase intention of fashion products in Indonesia. Data was collected through an online questionnaire with 222 respondents using non-probability sampling technique. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that (1) hedonism, information, and trust positively influence online purchase intention, (2) price perception has a positive influence through hedonism mediation, and (3) information positively influences trust. These findings provide strategic insights for fashion businesses to enhance consumer appeal and trust through online platforms. This study highlights the importance of emotional aspects, online reviews, and trust in influencing consumer purchase decisions.]]>
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