OHOIRA, JOANNA MARIA (2019) EFEK PESAN MEMBUJUK DALAM MEMBENTUK NIAT MEMBELI ONLINE (STUDI PENGGUNAAN MEDIA SOSIAL KLINIK KECANTIKAN). Skripsi thesis, Universitas Setia Budi Surakarta.
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Abstract
This study aims to examine the effects of social media in influencing online purchase intentions. The phenomenon that occurs is still a gap between followers and the level of activity of each information posted on social media of beauty clinic in Surakarta. Previous study gaps showed the diversity formation of online purchase intention ((Vijay et al., 2017; Lim et al., 2017; Nunes et al., 2018). So this study takes the test again with a different object. The method in this study used a sampling technique using purposive sampling wich the population are 210 respondents in Solo who use beauty clinic’s social media application. Research testing instruments measured with SPPS. Hypothesis tested using Structural Equation modeling (SEM) with AMOS program. The results of this study shows that individual intentions to purchase beauty products online are significantly formed by the credibility of information on attitudes, information credibility towards perceived value, source credibility to attitudes, source credibility to perceived value, source attractiveness towards perceived values, attitudes and the perceived value of the online purchase intention also shows a significant effect. Whereas source attractiveness towards attitudes, source perceptions of the attitudes and perceptions of sources towards perceived value did not show a significant effect. These results means that to form an online purchase intention in the use of beauty clinic social media through perceived attitudes and values influenced by information credibility, source credibility, source attractiveness, and the perception of sources from the beauty clinic's social media. Keywords: Online Purchase Intention, Attitudes, Perceived Values, Persuasive Message, Social Media.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Online Purchase Intention, Attitudes, Perceived Values, Persuasive Message, Social Media |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi > Prodi S1 Manajemen |
| Depositing User: | Mrs NOVI HANDAYANI |
| Date Deposited: | 01 Nov 2019 03:45 |
| Last Modified: | 01 Nov 2019 03:45 |
| URI: | http://repo.setiabudi.ac.id/id/eprint/3548 |
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