ANALISIS KEPUTUSAN PEMBELIAN YANG DIPENGARUHI
OLEH KONFORMITAS TEMAN SEBAYA DAN
PENGGUNAAN MEDIA SOSIAL
(Studi Pada Pengguna Shopee Di Kota Surakarta)
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Institusion
IAIN Surakarta
Author
Setiani, Fatehah Dyah
Imam, Khairul
Imam, Khairul
Subject
2x6.3 Ekonomi Islam
Datestamp
2023-01-24 05:04:39
Abstract :
ABSTRACT This study aims to determine and analyze the influence of social media use on online purchasing decisions, as well as to know and analyze the influence of peer conformity on online purchasing decisions. The study is a quantitative study using questionnaires as a data collection tool, which was analyzed using multiple linier regression analysis and processed with SPSS 26 software to determine the influence of peer conformity and the use of social media on online purchasing decisions.The results showed that the use of social media and the conformity of peer tean both partially and simultaneously had a positive and significant effect on online purchasing decisions. Keywords: Social Media, Conformity, Purchasing Decision.
ABSTRACT This study aims to determine and analyze the influence of social media use on online purchasing decisions, as well as to know and analyze the influence of peer conformity on online purchasing decisions. The study is a quantitative study using questionnaires as a data collection tool, which was analyzed using multiple linier regression analysis and processed with SPSS 26 software to determine the influence of peer conformity and the use of social media on online purchasing decisions.The results showed that the use of social media and the conformity of peer tean both partially and simultaneously had a positive and significant effect on online purchasing decisions. Keywords: Social Media, Conformity, Purchasing Decision.
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