Abstract:
Purpose: The purpose of this research is to understand the impact of online features on consumer’s buying intention in Indonesia’s largest online community, Kaskus.
Research Methodology: This research is a survey research. The questionnaire which is distributed to Kaskus users, is using Likert scale. There are three online features that are considered important in affecting perceived usefulness of a web which is also affecting purchase intention in Kaskus. Those three online features are: information quality, system quality, and service quality.
Findings: The outcome of this research is that Kaskus users think that information quality and system qualiy are two online features that are more affecting their perceived usefulness of Kaskus. This perceived of usefulness is affecting their buying intention in Kaskus.
