Jacinda, Vivia (2022) Impact of social experience on customer purchase decision in social commerce context of instagram. Masters thesis, Universities Pelita Harapan.
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Abstract
Social commerce is a new business model formed from the merger of social networking and e-commerce that promotes product sales and influences user purchasing behavior via a network of social media and social networking sites. As social experience such as recommendations, interactions, and communication between people, is viewed as the fundamental component that drives social commerce, monitoring its influence on an individual's purchase decision becomes critical. One of the most growing social commerce platforms in Indonesia is Instagram. Instagram is a social media currently under the auspices of Facebook, which allows users to capture, edit, post, and share their photos/videos with others. The writing of this thesis is to research Instagram as research object to analyze factors of Social Experience which are impacting Customer Purchase Decision, which are Subjective Norms (SN), Peer Communication (PC), Emotional Support (ES), Parasocial Interaction (PI) and Perceived Herd Behavior (PHB) towards Customer Purchase Decision (CPD).
| Item Type: | Thesis (Masters) | ||||||||||||
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| Uncontrolled Keywords: | social experience; social commerce; instagram; subjective norms; peer communication; emotional support; parasocial interaction; perceived herd behavior; customer purchase decision | ||||||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management Current > Faculty/School - UPH Surabaya > Business School > Master of Management |
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| Depositing User: | Users 22556 not found. | ||||||||||||
| Date Deposited: | 15 Feb 2023 01:41 | ||||||||||||
| Last Modified: | 15 Feb 2023 01:41 | ||||||||||||
| URI: | http://repository.uph.edu/id/eprint/54405 |
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