ABSTRACT
The purpose of this research is to develop a model which describes the factors that affect the consumer’s shopping behavior on Sephora omnichannel. The factors influencing consumers behavior are identified through understanding about the influence of performance expectancy, effort expectancy, social influence, hedonic motivation, and habit on shopping intention in the Sephora retail omnichannel distribution channel. Research model testing was conducted using the approach of Partial least Square (PLS) with sample data obtained based through online survey of 100 respondents who had been shopping on Sephora’s online channel. The results of the research indicate a positive relationship of effort expectancy by shopping intention, a positive relationship between hedonic motivation with shopping intention, a positive relationship between habit with shopping intention. Negative relationship occurred between performance expectancy and shopping intention.
