PERILAKU PEMBELIAN PRODUK FASHION DIDASARKAN PADA KEPERCAYAAN MENGGUNAKAN MEDIA SOSIAL

Sugeng Purwanto

Abstract


Penelitian ini membahas tentang pengaruh penggunaan sosial media pada perilaku pembelian berdasarkan kepercayaan mereka dalam membeli di Kota Surabaya. Penelitian ini mengusulkan dan menguji model lima variabel yang mempengaruhi keyakinannya dalam membeli serta perilaku pembelian. Faktor-faktor yang diuji terdiri dari variabel bebas yaitu pada penggunaan media sosial, antara lain keterhubungan, keterbukaan, kecepatan, aksesibilitas, dan partisipasi, sedangkan variabel terikat adalah keyakinan membeli dan perilaku pembelian. Dalam rangka untuk mengeksplorasi masalah ini, metode kuantitatif menggunakan software partial least square dengan melakukan penyebaran kuesioner di kota Surabaya. Penelitian ini menggunakan 250 responden yang representatif. Hasil mengkonfirmasi adanya pengaruh yang signifikan antara faktor penggunaan media sosial terhadap kepercayaan membeli dan minat pembelian.

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DOI: http://dx.doi.org/10.25139/ekt.v1i1.89

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