The Influence of Website Quality, Psychological Factors and User Experience to Purchase Intention, an approach Mraketing Communication Model of Traditional Indonesian Decorative Art Products

Marketing communication is an essential element in the business. The measurement of communication process needs to be taken both for persuasive and instructive marketing content. The proliferation of digital communication media has posed a significant implication for marketing strategy. website quality phsycology factor, and cultural experience, were concepts adopted as exogenous and intervening variables while purchase intention was chosen as endogenous variable. The focus of this study was on the traditional Indonesian decorative art products. The samples involved small-scale entrepreneurs of batik products in Makassar South Sulawesi, Banjarmasin South Kalimantan, Jambi South Sumatera, and Surabaya East Java. The discovery survey was completed online questionnaire to 187 netizens, and the results show that there is a positive influence of the website. Phsycolog factor and cultural experience nitizen have positive effect on purchase intention. In addition, the phsycolog factor and cultural experience was shown as a perfect intervening variables between the website quality and purchase intention.