ABSTRAK
Penelitian ini bertujuan untuk menjelaskan pengaruh antara pengalaman belanja online sebelumnya, orientasi kenikmatan belanja, orientasi harga, orientasi kenyamanan, orientasi merek, dan orientasi kualitas . Penelitian ini dilakukan pada pelanggan yang berniat untuk melakukan pembelian di toko online, diambil dengan metode convenience sampling. Sampel penelitian diambil sebanyak 200 responden. Survei merupakan teknik penelitian yang dipilih dan dipandu dengan kuesioner sebagai instrumen pengambilan data. Analisis data menggunakan regresi berganda.  
Hasil dari penelitian dapat disimpulkan bahwa: pengalaman belanja sebelumnya, orientasi harga, orientasi kenyamanan, orientasi merek dan orientasi kualitas memiliki pengaruh terhadap niat pembelian secara online. Sedangkan orientasi kenikmatan belanja tidak memiliki pengaruh terhadap niat pembelian secara online. Studi ini memiliki beberapa keterbatasan meliputi keterbatasan objek amatan dan variabel, sehingga dalam penelitian selanjutnya diharapkan dapat melengkapi keterbatasan dalam penelitian ini.
Kata kunci:    orientasi belanja, pengalaman belanja sebelumnya, orientasi kenikmatan belanja, orientasi harga, orientasi kenyamanan, orientasi merek, orientasi kualitas, niat pembelian secara online
ABSTRACT
This study aims to explain the influence of the prior online purchase experience, shopping enjoyment orientation, price orientation, convenience orientation, brand orientation, and quality orientation. This research was carried out on customers who intend to make a purchase at the online store, taken by convenience sampling method. Samples were taken by 200 respondents. The survey is a research technique that is chosen and guided by a questionnaire as a data collection instrument. Data using multiple regression analysis.
The results of this study concluded that: prior online purchase experience, orientation price, convenience orientation, brand orientation and quality orientation has an influence on online purchase intention. While the shopping enjoyment orientation has no effect on online purchase intention. This study has several limitations include limitations observed objects and variables, so that in future research is expected to complement the limitations in this study.
Keywords: prior online purchase experience, shopping enjoyment orientation, price orientation, convenience orientation, brand orientation, quality orientation and online purchase intention.