Peran Kepercayaan dan Persepsi Penggunaan Platform pada Niat Membeli Kembali Produk Fesyen di Instagram

Fauziah Khoiriyani, Fatimatuz Zahro Diah Putri Dani

Abstract


Penggunaan media sosial sebagai platform untuk jual beli di Indonesia pada beberapa tahun terakhir semakin berkembang. Meskipun begitu, tidak banyak vendor yang bisa sukses dan bertahan dalam menjalankan bisnisnya melalui platform media sosial. Penelitian ini bertujuan untuk melihat peran kepercayaan dan persepsi penggunaan platform pada niat membeli kembali produk fesyen di Instagram. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survey. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan tipe purposive. Data dikumpulkan menggunakan kuesioner yang didistribusikan secara daring sebanyak 200 responden. Metode analisis data yang digunakan adalah analisis regresi berganda. Hasil penelitian menunjukkan persepsi penggunaan platform dan kepercayaan berpengaruh positif signifikan pada niat membeli kembali produk fesyen di Instagram. Selain itu, diketahui bahwa kondisi fasilitasi merupakan variabel yang paling berpengaruh pada niat membeli kembali produk fesyen di Instagram.


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