Konsekuensi Ease of Use pada Social Media Instagram

Authors

  • Mochammad Rizky Adhirajasa Program Studi Manajemen, Universitas Trisakti , Indonesia
  • Safira Hanun Amira Program Studi Manajemen, Universitas Trisakti , Indonesia
  • Fatik Rahayu Program Studi Manajemen, Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i1.5365

Keywords:

Ease of Use, Buying Impulse, Online Purchase Intention, Fashion, Instagram

Abstract

Tujuan dari penelitian ini adalah untuk memperoleh bukti empiris yang terkait: Untuk menganalisis pengaruh positif Ease of Use (EOU) dan Buying Impulse (BI) terhadap Online Purchase Intention. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang merupakan pengguna social media Instagram dan pernah melakukan pembelian secara online di social media Instagram. Dalam penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang dibuat menggunakan Google Form dan didistribusikan kepada 200 responden. Hasil dari penelitain ini menunjukan bahwa terdapat pengaruh positif dari Ease of Use (EOU) dan Buying Impulse (BI) terhadap Online Purchase Intention.

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Published

03-02-2023

How to Cite

Adhirajasa, M. R. ., Amira, S. H. ., & Rahayu, F. . (2023). Konsekuensi Ease of Use pada Social Media Instagram. Jurnal Pendidikan Tambusai, 7(1), 842–849. https://doi.org/10.31004/jptam.v7i1.5365

Issue

Vol. 7 No. 1 (2023): April 2023

Section

Articles of Research

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