ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI SECARA ONLINE MELALUI JEJARING MEDIA SOSIAL INSTAGRAM (STUDI KASUS PADA PRODUK FASHION)
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
References
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Jin, S.-A. A., & Phua, J. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/10.1080/00913367.2013.827606
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Kumar, A., Mehra, A., & Kumar, S. (2019). Why Do Stores Drive Online Sales? Evidence of Underlying Mechanisms from a Multichannel Retailer. Information Systems Research, 30(1), 319–338. https://doi.org/10.1287/isre.2018.0814
Kwahk, K.-Y., & Ge, X. (2012). The Effects of Social Media on E-Commerce: A Perspective of Social Impact Theory. 2012 45th Hawaii International Conference on System Sciences, 1814–1823. https://doi.org/10.1109/HICSS.2012.564
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Levy, M., & Weitz, B. (2008). Retailing Management. Colorado: McGraw-Hill Education; 7th edition.
Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the Effects of “What” (Product) and “Where” (Website) Characteristics on Online Shopping Behavior. Journal of Marketing, 80(2), 21–38. https://doi.org/10.1509/jm.15.0138
Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135–144. https://doi.org/10.1016/j.jretconser.2017.07.010
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155–167. https://doi.org/10.1016/j.chb.2016.03.084
Rantung. (2018). Faktor-Faktor Yang Berkontribusi Terhadap Niat Nasabah Menggunakan E-Banking. COGITO SMART JOURNAL, 116. doi:DOI: http://dx.doi.org/10.31154/cogito.v4i1.107.113-120
Rantung, R. C., & Sarmita, R. N. (2020). Business students’ perspectives: What makes successful group performance? International Journal of Evaluation and Research In Education, 898. doi:DOI: http://doi.org/10.11591/ijere.v9i4.20534
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed). Pearson Prentice Hall.
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior (10th ed). Pearson Education/Prentice Hall.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11. ed., global ed). Pearson.
Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622–634. https://doi.org/10.1016/j.chb.2016.02.090
Sujarweni, W. (2015). SPSS Untuk Penelitian (Vol. 1). Bandung: Alfabeta.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, S0969698918307963. https://doi.org/10.1016/j.jretconser.2019.01.011
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Ullrich, S., & Brunner, C. B. (2015). Negative online consumer reviews: Effects of different responses. Journal of Product & Brand Management, 24(1), 66–77. https://doi.org/10.1108/JPBM-05-2014-0611
Valentini, C., Romenti, S., Murtarelli, G., & Pizzetti, M. (2018). Digital visual engagement: Influencing purchase intentions on Instagram. Journal of Communication Management, 22(4), 362–381. https://doi.org/10.1108/JCOM-01-2018-0005
Venkatesh, Morris, Davis, & Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
Venkatesh, Thong, & Xu. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157. https://doi.org/10.2307/41410412
Wu, P. C. S., Yeh, G. Y.-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Yong, A. G., & Pearce, S. (2013). A Beginner’s Guide to Factor Analysis: Focusing on Exploratory Factor Analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79–94. https://doi.org/10.20982/tqmp.09.2.p079
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Algi, A. & Irwansyah. (2018). Consumer Trust and Intention to Buy in Indonesia Instagram Stores. 2018 3rd International Conference on Information Technology, Information System and Electrical Engineering (ICITISEE), 199–203. https://doi.org/10.1109/ICITISEE.2018.8721033
Alkhowaiter, W. (2016). The Power of Instagram in Building Small Businesses. In Y. K. Dwivedi, M. Mäntymäki, M. N. Ravishankar, M. Janssen, M. Clement, E. L. Slade, N. P. Rana, S. Al-Sharhan, & A. C. Simintiras (Eds.), Social Media: The Good, the Bad, and the Ugly (Vol. 9844, pp. 59–64). Springer International Publishing. https://doi.org/10.1007/978-3-319-45234-0_6
Asún, R. A., Rdz-Navarro, K., & Alvarado, J. M. (2016). Developing Multidimensional Likert Scales Using Item Factor Analysis: The Case of Four-point Items. Sociological Methods & Research, 45(1), 109–133. https://doi.org/10.1177/0049124114566716
Bae, S., & Lee, T. (2011). Gender differences in consumers’ perception of online consumer reviews. Electronic Commerce Research, 11(2), 201–214. https://doi.org/10.1007/s10660-010-9072-y
Che, J. W. S., Cheung, C. M. K., & Thadani, D. R. (2017). Consumer Purchase Decision in Instagram Stores:The Role of Consumer Trust. Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2017.004
Chu, J., Arce-Urriza, M., Cebollada-Calvo, J.-J., & Chintagunta, P. K. (2010). An Empirical Analysis of Shopping Behavior Across Online and Offline Channels for Grocery Products: The Moderating Effects of Household and Product Characteristics. Journal of Interactive Marketing, 24(4), 251–268. https://doi.org/10.1016/j.intmar.2010.07.004
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57(7), 768–775. https://doi.org/10.1016/S0148-2963(02)00363-6
Greenwood, B. N., & Gopal, A. (2015). Research Note—Tigerblood: Newspapers, Blogs, and the Founding of Information Technology Firms. Information Systems Research, 26(4), 812–828. https://doi.org/10.1287/isre.2015.0603
Hasan, B. (2010). Exploring gender differences in online shopping attitude. Computers in Human Behavior, 26(4), 597–601. https://doi.org/10.1016/j.chb.2009.12.012
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259. https://doi.org/10.1016/j.elerap.2012.12.003
Jin, S.-A. A., & Phua, J. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/10.1080/00913367.2013.827606
Kacen, J. J., Hess, J. D., & Kevin Chiang, W.-Y. (2013). Bricks or Clicks? Consumer Attitudes toward Traditional Stores and Online Stores. Global Economics and Management Review, 18(1), 12–21. https://doi.org/10.1016/S2340-1540(13)70003-3
Kumar, A., Mehra, A., & Kumar, S. (2019). Why Do Stores Drive Online Sales? Evidence of Underlying Mechanisms from a Multichannel Retailer. Information Systems Research, 30(1), 319–338. https://doi.org/10.1287/isre.2018.0814
Kwahk, K.-Y., & Ge, X. (2012). The Effects of Social Media on E-Commerce: A Perspective of Social Impact Theory. 2012 45th Hawaii International Conference on System Sciences, 1814–1823. https://doi.org/10.1109/HICSS.2012.564
Lu, Y., Yang, S., Chau, P. Y. K., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & Management, 48(8), 393–403. https://doi.org/10.1016/j.im.2011.09.006
Levy, M., & Weitz, B. (2008). Retailing Management. Colorado: McGraw-Hill Education; 7th edition.
Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the Effects of “What” (Product) and “Where” (Website) Characteristics on Online Shopping Behavior. Journal of Marketing, 80(2), 21–38. https://doi.org/10.1509/jm.15.0138
Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135–144. https://doi.org/10.1016/j.jretconser.2017.07.010
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155–167. https://doi.org/10.1016/j.chb.2016.03.084
Rantung. (2018). Faktor-Faktor Yang Berkontribusi Terhadap Niat Nasabah Menggunakan E-Banking. COGITO SMART JOURNAL, 116. doi:DOI: http://dx.doi.org/10.31154/cogito.v4i1.107.113-120
Rantung, R. C., & Sarmita, R. N. (2020). Business students’ perspectives: What makes successful group performance? International Journal of Evaluation and Research In Education, 898. doi:DOI: http://doi.org/10.11591/ijere.v9i4.20534
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed). Pearson Prentice Hall.
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior (10th ed). Pearson Education/Prentice Hall.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11. ed., global ed). Pearson.
Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622–634. https://doi.org/10.1016/j.chb.2016.02.090
Sujarweni, W. (2015). SPSS Untuk Penelitian (Vol. 1). Bandung: Alfabeta.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, S0969698918307963. https://doi.org/10.1016/j.jretconser.2019.01.011
Statista. (2020, Januari 1). Retrieved from Statista - The Statistic Portal for Market Data, Market Survey: https://www.statista.com/
Thorndike, E. L. (1920). A constant error in psychological ratings. Journal of Applied Psychology, 4(1), 25–29. https://doi.org/10.1037/h0071663
Ullrich, S., & Brunner, C. B. (2015). Negative online consumer reviews: Effects of different responses. Journal of Product & Brand Management, 24(1), 66–77. https://doi.org/10.1108/JPBM-05-2014-0611
Valentini, C., Romenti, S., Murtarelli, G., & Pizzetti, M. (2018). Digital visual engagement: Influencing purchase intentions on Instagram. Journal of Communication Management, 22(4), 362–381. https://doi.org/10.1108/JCOM-01-2018-0005
Venkatesh, Morris, Davis, & Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
Venkatesh, Thong, & Xu. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157. https://doi.org/10.2307/41410412
Wu, P. C. S., Yeh, G. Y.-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Yong, A. G., & Pearce, S. (2013). A Beginner’s Guide to Factor Analysis: Focusing on Exploratory Factor Analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79–94. https://doi.org/10.20982/tqmp.09.2.p079
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: <https://ejournal.unklab.ac.id/index.php/kjm/article/view/556>. Date accessed: 13 oct. 2025.
doi: https://doi.org/10.60090/kjm.v2i1.556.20-32.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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