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27 March 2023
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30 March 2023
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30 March 2023
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Abstract

Tujuan penelitian ini untuk menganalisis faktor-faktor yang mempengaruhi interaksi media sosial terhadap niat pembelian dan keterlibatan perilaku pada produk skincare Avoskin. Metodologi yang digunakan menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel yaitu purposive sampling. Kriteria responden dalam penelitian ini yaitu pengguna aktif media sosial Instagram berusia 18-25 tahun yang berdomisili di Yogyakarta. Jumlah responden yang valid adalah 145. Pengolahan data menggunakan metode PLS-SEM. Variabel yang digunakan dalam penelitian ini adalah interaksi media sosial, kredibilitas sumber, homofili sumber, kualitas konten, niat pembelian, dan keterlibatan perilaku. Adapun hasil dari penelitian ini menunjukkan bahwa interaksi media sosial berpengaruh positif terhadap kredibilitas sumber, homofili sumber, dan kualitas konten. Homofili sumber dan kualitas konten berpengaruh positif terhadap niat pembelian dan keterlibatan perilaku. Sedangkan, kredibilitas sumber tidak berpengaruh terhadap niat pembelian dan keterlibatan perilaku. Hasil dari penelitian skripsi ini diharapkan dapat membantu perusahaan dan pemasar dalam mengembangkan hubungan yang lebih intim dengan konsumen dan mendorong niat konsumen untuk membeli melalui interaksi media sosial.

Keywords

interaksi media sosial kredibilitas sumber homofili sumber kualitas konten niat pembelian keterlibatan perilaku interaksi media sosial kredibilitas sumber homofili sumber kualitas konten keterlibatan perilaku

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Sonata, S. L. P., & Astuti, B. (2023). Pengaruh Interaksi Media Sosial terhadap Niat Beli dan Keterlibatan Perilaku: Faktor Sumber dan Konten Sebagai Peran Mediasi. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 250–267. Retrieved from https://jurnal.uii.ac.id/selma/article/view/27848
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