FAKTOR YANG MEMPENGARUHI MINAT BELI MASYARAKAT MELALUI SOCIAL COMMERCE DI KOTA BATAM

Hesniati Hesniati, Conny Agustin

Abstract


ABSTRAK

Dalam era teknologi dan perkembangan sosial yang pesat saat ini, penggunaan teknologi komunikasi seperti smartphone dan akses internet semakin meluas. Fenomena ini juga menciptakan peluang baru dalam dunia bisnis, terutama dalam bentuk Social Commerce. Social Commerce menggabungkan media sosial dengan pembelian produk secara online, yang memungkinkan interaksi antara penjual dan konsumen, serta berbagai faktor yang memengaruhi keputusan pembelian. Studi ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi minat beli masyarakat melalui Social Commerce di Kota Batam. Faktor-faktor yang diteliti meliputi Brand Image, Product Quality, Social Media Influence, Social Media Marketing, Attitude, dan Trust. Metode analisis yang digunakan adalah analisis regresi berganda dengan alat bantu perangkat lunak statistik. Hasil penelitian mengindikasikan semua faktor tersebut memiliki pengaruh positif dan signifikan terhadap niat beli konsumen melalui Social Commerce di Kota Batam. Selain itu, Trust juga memediasi hubungan antara Social Media Marketing dan niat beli. Studi ini memberikan wawasan yang penting bagi perusahaan yang ingin memanfaatkan Social Commerce sebagai saluran penjualan yang efektif.

Kata Kunci: Citra Merek, Minat Beli, Perdagangan Sosial.

ABSTACT

In the rapidly evolving world of technology and social development, the use of communication technology such as smartphones and internet access is expanding. This phenomenon has also created new opportunities in the business world, particularly in the form of Social Commerce. Social Commerce combines social media with online product purchases, allowing interaction between sellers and consumers, as well as various factors that influence purchasing decisions. This study aims to identify the factors influencing the purchase intention of people through Social Commerce in Batam City. The factors studied include Brand Image, Product Quality, Social Media Influence, Social Media Marketing, Attitude, and Trust. The analysis method used is multiple regression analysis with the assistance of statistical software. The results show that all these factors have a positive and significant impact on consumers' purchase intention through Social Commerce in Batam City. Furthermore, Trust also mediates the relationship between Social Media Marketing and purchase intention. This study provides valuable insights for companies looking to leverage Social Commerce as an effective sales channel.

Keywords: Brand Image, Purchase Intention, Social Commerce.


References


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DOI: http://dx.doi.org/10.35906/jep.v9i2.1713

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