Exploring the Factors Influencing Consumers’ Online Purchase Intention for Luxury Fashion Goods in Jakarta, Indonesia

 Luxury goods sales in Indonesia have experienced significant growth, making it one of Asia's largest markets for online luxury consumption. Despite this, research on online luxury purchase intentions in the Indonesian context remains scarce. This study investigates the factors driving consumers in Jakarta toward online luxury fashion. The findings reveal that Brand Consciousness and Perceived Ease of Use have a significant positive impact on online purchase intention. Surprisingly, the study found no significant relationship between Website Quality and purchase intention. Furthermore, the results indicate no significant difference between Generation X and Generation Y regarding their intention to buy luxury goods online. The study offers strategic insights for e-commerce branding and advertising to better capture the growing Indonesian market.