ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI SECARA ONLINE MELALUI JEJARING MEDIA SOSIAL INSTAGRAM (STUDI KASUS PADA PRODUK FASHION)

  • Indah Stefani Tatemba Fakultas Ekonomi dan Bisnis Universitas Klabat
  • Rinny Cherill Rantung Fakultas Ekonomi dan Bisnis Universitas Klabat

Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja yang mempengaruhi minat beli secara online pada jejaring media sosial Instagram khususnya pada produk Fashion serta untuk mengetahui apakah ada perbedaan minat beli berdasarkan perbedaan gender yaitu pria dan wanita. Penelitan ini adalah penelitian kuantitatif-kualitatif yang menggunakan Exploratory Factor Analysis (EFA). Data yang digunakan dalam penelitian ini adalah data primer yang didapatkan dengan cara mengembangkan kuesioner. Untuk mendapatkan data yang dibutuhkan maka penelitian ini menggunakan 370 data responden dengan 24 item pernyataan yang telah melalui proses validasi. Hasil penelitian ini menemukan bahwa ada 4 faktor yang mempengaruhi minat beli secara melalui jejaring media sosial Instagram yaitu Faktor Sales Promotion, Faktor Customer Service, Faktor Visual Merchandising, dan Faktor Payment. Berdasarkan uji independent t-test ditemukan adanya perbedaan terhadap beberapa faktor yang mempengaruhi minat beli secara online melalui jejaring media sosial Instagram khususnya pada produk Fashion yaitu pada faktor sales promotion dan faktor visual merchandising yang menyatakan pria dan wanita memiliki preferensi mereka masing-masing khususnya pada kedua faktor tersebut.


Kata Kunci: Instagram, Media Sosial, Minat Beli, Toko Online

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Published
2021-02-28
How to Cite
TATEMBA, Indah Stefani; RANTUNG, Rinny Cherill. ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI SECARA ONLINE MELALUI JEJARING MEDIA SOSIAL INSTAGRAM (STUDI KASUS PADA PRODUK FASHION). Klabat Journal of Management, [S.l.], v. 2, n. 1, p. 20-32, feb. 2021. ISSN 2722-726X. Available at: <http://ejournal.unklab.ac.id/index.php/kjm/article/view/556>. Date accessed: 21 oct. 2021. doi: https://doi.org/10.31154/kjm.v2i1.556.20-32.