Detail Inovasi Perguruan Tinggi


Tema: Administrasi Bisnis
Judul: The Impact of Social Media on Customers Purchase Intention at E-commerce Sites in Jakarta, Indonesia
Perguruan Tinggi: Universitas Presiden
Jenis/sdm: dosen/0401088302

Tahun: 2017

Many companies in Indonesia have begun to use social media as an approach to interact with their consumers. This research aims to analyse the critical significance of social media in daily routines, including its impact on consumers’ purchase intention. The variables cover a combination of staged impacts, which defines social media as offering several variables exogenous variables, e.g. openness, speed, dependence and perceived price, perceived risk and perceived value, in affecting purchase intention as the endogenous variable. The respondents involve people who have around two or three times purchasing experiences at e-commerce sites (repeating customers). The research is particularly conducted in Jakarta, in which the data are gathered through a purposive sampling technique, which has then gathered 307 samples. These responses are processed through factor and SEM analysis. Looking at the results, the highest impact towards consumers’ purchase intention is the perceived value, while it is negatively affected by perceived price and risk. The application of this research toward certain ecommerce or online brands can be implemented in the future.