ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI MINAT BELI KONSUMEN TERHADAP PRODUK FASHION ONLINE MELALUI JEJARING SOSIAL INSTAGRAM
Abstract: E-commerce success,
especially in the business-to-consumer area, is determined in part by whether
consumers trust sellers and products they cannot see or touch, and electronic
systems with which they have no previous experience. This research describes a theoretical model
for investigating the influence of ease of use, risk and trust towards the
customer’s purchase intention of online fashion using Instagram as media. The
sampling is non-probability with snowball technique. Samples were
collected from 100
respondents who have
instagram account and following
at least one online fashion shops account. Analysis method used here is
regression which includes validity test, reliability test, t-test, f-test and
determination test.The result showed that ease of use, risk and trust has
significant influence towards the customer’s purchase intention. This research
finds that trust is a major positive determinant of customer’s purchase
intention which.
Keywords: ease of use, risk,
trust, purchase intention, instagram, social media
Penulis: Rifqi Wildan
Nurwibowo, Farida Indriani
Kode Jurnal: jpmanajemendd170840
