Efek Pesan Membujuk Dalam Membentuk Niat Membeli Online

Studi Penggunaan Media Sosial Klinik Kecantikan di Kota Solo

  • Didik Setyawan
Keywords: source credibility, source attractiveness, cource perception, perceived value, social media, intention to online purchase

Abstract

Penelitian ini bertujuan untuk menguji pengaruh media sosial dalam mempengaruhi niat untuk online membeli. Fenomena yang terjadi masih kesenjangan antara pengikut dan tingkat aktivitas setiap informasi yang diposting di media sosial klinik kecantikan di Surakarta. Itu Metode dalam penelitian ini menggunakan teknik pengambilan sampel menggunakan purposive sampling yang Populasi adalah 210 responden di Solo yang menggunakan aplikasi media sosial klinik kecantikan. Hipotesis diuji menggunakan Structural Equation modeling (SEM) dengan program AMOS. Itu Hasil penelitian ini menunjukkan semua hipotesis didukung kecuali H5a, H6a dan H6b. Hasil ini artinya membentuk niat untuk pembelian online dalam penggunaan media sosial klinik kecantikan
melalui persepsi sikap dan nilai yang dipengaruhi oleh kredibilitas informasi, sumber kredibilitas, daya tarik sumber, dan persepsi sumber dari klinik kecantikan media sosial.

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Published
2020-01-14
How to Cite
Setyawan, D. (2020). Efek Pesan Membujuk Dalam Membentuk Niat Membeli Online. Media Akuntansi, 31(02), 20. Retrieved from http://jurnal.stiepignatelli.ac.id/index.php/mak/article/view/50