1 Conference on Management and Behavioral Studies (CMBS) 2015 Program Studi S-1 Manajemen Bisnis Fakultas Ekonomi Universitas Tarumanagara ISBN NO 978-602-71601-1-8 FACTORS INFLUENCING PURCHASE INTENTION IN ONLINE SHOPPING Lestari Andriani 1 , Sabrina O. Sihombing 2 Universitas Pelita Harapan, Tangerang 1,2 E-mail: lestariandriani94@yahoo.com ABSTRACT: The objective of this study is to predict the factors that will influence consumer purchase intention in online shopping. The objectives of this study were achieved by examining the relationship between purchase intention (dependent variable) and four variables identified as independent variables which include utilitarian value, hedonic value, security and privacy. Data collection technique was conducted by applying questionnaires with non-probability sampling method. In this study, the total number of respondents was 200 respondents. The data obtained in the current study were tested beforehand by testing the reliability and validity. The data then were analyzed by multiple regressions to test hypotheses and draw conclusions. The results show that two of the four hypotheses are supported. This study also provides discussion, research limitations, and suggestions for further research. Keywords: online shopping, utilitarian value, hedonic value, security, privacy, purchase intention INTRODUCTION One of the internet uses that being increased is to shop online (Farag et al., 2006). Online shopping is getting popular in many people nowadays (Alrawimi, 2013; Hill & Beatty, 2011; Pi et al., 2011; Dolatabadi & Gharibpoor, 2012). People can shop online so easily just by using the internet. The internet became one of the tools for marketers to communicate their products to the consumer (Rizqia & Hudrasyah, 2015; Ramlugun & Jugurnauth, 2014; Hsu & Hsu, 2012), which were first found by the American Defense Department Network through Advanced Research Project Agency (ARPANET) in 1969 (Yulihasri et al., 2011). Therefore, at this time consumer can search for items they want through the tablet screen without having to go to the store. With the ease of the internet, distance and time are no longer a hindrance to marketers to do business worldwide (Thongpapanl & Ashraf, 2011). The consumer can access the internet anytime for 24 hours and wherever they are while do other things (Farag et al., 2006). The more time that is owned by the customers to do online shopping, the easier for marketers to market their products. Products that are often purchased online are books, clothing and the accessories, games, airline tickets and electronic equipment (Delafrooz et al., 2011). With more products offered on the internet, encourage marketers to find the new ways to expand the market to remain competitive with competitors. Marketers attract and retain customers by customizing the products and services required by the customer. Moreover, the marketers need to conducts the interesting and creative promotions to attract customers to buy products and services offered by marketers. The