PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN MELALUI MOTIVASI KONSUMEN PADA PRODUK FAST FASHION
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https://doi.org/10.9744/pemasaran.14.1.25-34
Keywords:
Media social, motivasi kon¬¬su¬men, keputusan pembelian.Abstract
Perkembangan motivasi belanja konsumen terhadap produk fashion didukung oleh perkembangan media sosial. Di sisi lain pengambilan keputusan pembelian dalam fashion sangat dipengaruhi oleh informasi dan sumber yang tersedia di masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh dari media sosial terhadap keputusan pembelian melalui motivasi konsumen pada produk fast fashion. Penelitian ini menggunakan metode kuantitatif. Sebanyak 100 responden ditentukan dengan menggunakan purposive sampling. Data dikumpulkan menggunakan angket serta diolah menggunakan partial least square. Hasil penelitian menunjukkan bahwa media sosial berpengaruh pada keputusan pembelian, dan motivasi konsumen berpengaruh signifikan terhadap keputusan pembelian produk fast fashionReferences
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