Adiningsih, Hasna Nafisah Yasmin and , Soepatini, S.E., M.Si., Ph.D. (2024) The Effects Of Social Media On Consumer Purchase Intention. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research aims to analyze the effect of social media: Shopee live Mother of Pearl streaming by Tasya Farasya on Purchase Intention. This study was conducted on Indonesian Shopee users. The population of the research consists of consumers who never purchase Mother of Pearl products. The method of this study uses a quantitative approach. Data were collected through online survey by purposive sampling. Data analysis in this study was carried out using a structural equation model of Partial Least Square (PLS) 3.2.6. This study found that expertise has a significant effect on trust and purchase intention. Meanswhile, Live streaming schedule has no significant effect both on trust and purchase intention. In addition, this study indicated that trust has a role as a mediating variable on the effect of post sales service and purchase intention. However, the relationship between live streaming schedule and purchase intention is not mediated by trust. This result revealed that expertise has a significant impact to increase purchase intention. Using expertise will provide relevant knowledge to attract people to know the product. Contrast with the previous research, live streaming schedule have no significant relationship on both trust and purchase intention. It can be argued that environmental factors influence consumer decision making process, not the live streaming schedule.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Social Media, Shopee, Live Streaming, Expertise, Post Sales Service, Live Streaming Schedule, Trust, Purchase Intention. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | HASNA NAFISAH YASMIN ADININGSIH |
| Date Deposited: | 17 May 2024 00:52 |
| Last Modified: | 17 May 2024 00:52 |
| URI: | http://eprints.ums.ac.id/id/eprint/123929 |
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