The Online Purchase Intention of Women’s Clothes: The Situational Analysis of the COVID-19 Pandemic

The COVID-19 pandemic has significantly changed the fashion industry globally, including the businesses of women’s clothes. During the pandemic and the PPKM (restrictions towards community activities) since July 3rd 2021, merchants or malls selling women’s clothes were ordered to close temporarily, and consumers do not purchase clothes offline due to health risk factors. This study aims to explore the impact of the COVID-19 pandemic, subjective norms and attitudes on the online purchase intention of women’s clothes. The hypothesis was the impact of the COVID-19 pandemic as the situational determinant that encompasses online trust and store conditions. Structured questionnaires were disseminated towards 400 female online shoppers in Malang City. Data were analyzed by using the programming of ADANCO 2.0.1 and PLS-SEM. The acquired research results show that there was a correlation between the situational factor of the COVID-19 pandemic as the determinant and online trust, store conditions and the attitude of purchasing women’s clothes online. This correlation is a strong predictor for the online purchase intention of women’s clothes. Subjective norms predicted attitudes and indirect mediation on online purchase. This study is an initial concept and empirical evidence that identifies the analysis of the situational effect of the COVID-19 pandemic and the impact of attitudes and subjective norms on the online purchase intention of women’s clothes.