Pengaruh attitude engagement media sosial instagram sepatu xyz dalam memengaruhi purchase intention

Michael, Michael (2019) Pengaruh attitude engagement media sosial instagram sepatu xyz dalam memengaruhi purchase intention. Masters thesis, Universitas Pelita Harapan.

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Abstract

In globalization era, several entrepreneurs maximally utilized technology of internet. One of which is Instagram social media. This study provides insights on the impacts of perceived usefulness, compatibility, enjoyment, credibility, and peer communication of attitude engagement on Shoe XYZ’s Instagram to purchase intention. The number of samples taken is 152 respondents using method of non-probability accidental sampling. Data analysis using software SmartPLS which is used to identify the relationship between perceived usefulness, compatibility, enjoyment, credibility, and peer communication from attitude engagement through Instagram social media to intention to engage through Instagram social media and finally to do purchase intention. The results of this study indicate that compatibility, enjoyment and credibility have a significant influence on attitude engagement to form intention to engage through Instagram social media, and thus have a positive effect on purchase intention. / Pada era globalisasi saat ini, teknologi informasi internet terus di manfaatkan secara maksimal oleh beberapa pengusaha, salah satunya adalah pemanfaatan sosial media Instagram. Studi ini memberikan wawasan tentang dampak perceived usefulness, compatibility, enjoyment, credibility dan peer communication dari attitude engagement pada sosial media Instagram sepatu XYZ terhadap minat berbelanja (purchase intention). Jumlah sampel yang diambil adalah sebanyak 152-responden menggunakan metode non-probability accidental sampling. Analisis data menggunakan perangkat lunak SmartPLS yang digunakan untuk mengidentifikasi keterkaitan antara perceived usefulness, compatibility, enjoyment, credibility dan peer communication dari attitude engagement terhadap intention to engage dan purchase intention. Hasil penelitian ini menunjukkan bahwa compatibility, enjoyment dan credibility memiliki pengaruh yang siginifikan terhadap attitude engagement untuk membentuk intention to engage, dan dengan demikian berpengaruh positif terhadap minat membeli (purchase intention).

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