Purchase intention

Purchase intention is a decision taken by a consumer to purchase the product under certain circumstances, it is usually associated with habits, perceptions, and attitudes of consumers. The decision of the purchases made by consumers is quite a complex process, purchase intention can change due to pricing, quality, and value of the goods for the consumer (Mirabi, Akbariyeh, & Tahmasebifard, 2015:268). Research conducted by (Satish & Peter, 2004) in (Younus, Rasheed, & Zia, 2015:9) explains that the information that consumers know plays an important role in the process of deciding product purchasing decisions. Purchase intention may change based on the influence of the price or the quality and perceived value, consumers also are affected by several factors during the purchase process (Gogoi, 2013). Some factors affect consumers is like a stimulus that triggers consumers to consider the product to be bought, and the cognitive state of the consumer when performing activities or processes when making decisions that make consumers have an attachment to the activities they do. This can be called with flow, in the world of online transactions, flow holds important role to help build consumer trust that will lead to consumer purchase intention (Bilgihan, Okumus, Nusair, & Bujisic, 2013).

It was concluded purchase intention is consumer preference for buying a product or service that is affected by specific factors. These factors play an important role which will have an impact on the cognitive state of the consumer. The process of attachment of the consumers with its activities can be called by flow, this would cause purchase intention from consumer and when consumers feel satisfied during the process, develop the consumer trust of the product that they will buy. This is a competitive advantage that will be felt by the company or the seller. As for indicators of consumer buying intentions include, the possibility of purchasing, the willingness of consumers to buy, and the perceived purchase intention felt by consumers (Dodds, 1991) in (Gao & Bai, 2014).