PERAN KEPERCAYAAN SEBAGAI MEDIATOR TERHADAP PERILAKU KONSUMEN DI LINGKUNGAN PEMASARAN MEDIA SOSIAL Studi kasus pada masyarakat pengguna media sosial di kota Semarang

Juniarta P, Lasmaria PERAN KEPERCAYAAN SEBAGAI MEDIATOR TERHADAP PERILAKU KONSUMEN DI LINGKUNGAN PEMASARAN MEDIA SOSIAL Studi kasus pada masyarakat pengguna media sosial di kota Semarang. PERAN KEPERCAYAAN SEBAGAI MEDIATOR TERHADAP PERILAKU KONSUMEN DI LINGKUNGAN PEMASARAN MEDIA SOSIAL Studi kasus pada masyarakat pengguna media sosial di kota Semarang. (Submitted)

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Abstract

This study aims to analyze the effect of social motivation of customers on purchase intention which is also mediated by trust in sellers on social media. The population of this research is the people of Semarang city who work from various types of industries/business fields who have purchased fashion online on social media. A sample of 90 respondents was processed using SmartPLS 4 through the outer model and inner model stages. The research findings are that social motivation has a significant positive effect on trust, social motivation has no significant effect on purchase intention and trust has a significant positive effect on purchase intention and mediation analysis shows that trust is able to fully mediate social motivation on purchase intention.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Depositing User:	Wisudawan S2
Date Deposited:	05 Sep 2023 00:37
Last Modified:	05 Sep 2023 00:37
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1425

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