ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN KONSUMEN PADA PLATFORM SOCIAL COMMERCE: STUDI KASUS KONSUMEN TIKTOK SHOP DI JAKARTA
DOI:
https://doi.org/10.30651/jms.v9i3.23080Abstract
Tujuan dari Penelitian ini adalah untuk untuk menguji pengaruh positif dan signifikan sales promotion, online customer review, social media influencer, dan social media advertising terhadap purchase intention. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui platform media sosial seperti Whatsapp dan Instagram. Objek yang diambil dalam penelitian ini adalah responden yang belum pernah atau setidaknya mengetahui tentang platform Tiktok Shop yang berdomisili tempat tinggal di DKI Jakarta dan berumur minimal 17 tahun keatas. Sampel yang digunakan dalam penelitian ini berjumlah 250 responden. Penelitian ini menggunakan software SPSS versi 26 dan SEM (Structural Equation Model) dari software Lisrel 8.80 untuk melakukan proses analisis dan pengolahan data hasil penelitian. Adapun hasil yang didapatkan pada penelitian ini menunjukkan bahwa sales promotion, online customer review, social media advertising berpengaruh positif dan signifikan terhadap purchase intention. Kemudian hasil penelitian juga menunjukkan bahwa sosial media influencer tidak memiliki pengaruh yang positif dan signifikan terhadap purchase intention.
Published
How to Cite
Issue
Section
License
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.
Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.
Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:
- Patent and trademark rights and rights to any process or procedure described in the article.
- The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
- The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.
