ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION GENERASI Z PADA SOCIAL COMMERCE
DOI:
https://doi.org/10.33578/mbi.v17i7.220Keywords:
Sosial Commerce, Niat Beli, PembelanjaanAbstract
Penelitian yang dilakukan bertujuan untuk mengetahui faktor yang dapat mempengaruhi niat pembelian pada sosial commerce di kalangan generasi Z. Rancangan penelitian kuantitatif yang akan digunakan adalah desain non-eksperimental yang pada dasarnya melibatkan percobaan dalam proses pengumpulan data dimana secara khusus berupa penelitian survey. Sebanyak 387 responden yang pernah melakukan pembelanjaan menggunakan platform sosial commerce digunakan sebagai bahan penelitian dengan rentang usia 10 sampai 25 tahun. Teknik analisa data yang digunakan dalam penelitian ini adalah SEM PLS, menggunakan perangkat lunak SmartPLS. Hasil dalam penelitian ini menunjukkan bahwa variabel e-WOM berpengaruh positif signifikan terhadap purchase intention dan brand trust, brand attitude berpengaruh positif signifikan terhadap purchase intention, influencer berpengaruh positif signifikan tehadap purchase intention kemudian brand trust dan brand betrayal berpengaruh tidak signifikan terhadap purchase intention.
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