Text
Analisis Social Commerce dan Pengaruhnya pada Niat Pembelian Kosmetika Lokal Indonesia: Perspektif Teori SOR
This study aims to determine the effect of the social commerce environmental characteristics (INTER, STICK, PER, SOC) on Consumers' Purchase Intentions with the role of Consumer-to-Consumer Interactions and Consumers' Perceived Value in the context of local cosmetic products using the SOR model. This research is a descriptive conclusive research and was conducted in a single cross sectional. Data was collected using a self-administrated survey that distributed online. The sample of this study was Indonesian citizens aged 18-34 years in the form of social commerce users who had interacted with other consumers and bought local beauty products. The number of respondents who have been collected as many as 440 respondents. The data were processed using the Structural Equation Modeling (SEM) method and PLS-SEM software. This study found that there was no significant positive effect of the social commerce environmental characteristics on consumers' purchase intentions. However, Consumer-to-Consumer Interactions and Consumers' Perceived Value positively mediate the relationship between social commerce environmental characteristics and Consumer Purchase Intentions, except that Consumer-to-Consumer Interactions do not mediate Interactivity and Purchase Intentions..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13548 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2022 |
|---|---|
| Edisi | - |
| Subjek | Social commerce Purchase intentions Local Beauty Products |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 138 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |