PENGARUH PERSEPSI KEGUNAAN DAN PERSEPSI KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PENGIKUT AKUN INSTAGRAM @HEYMALE.ID

Danendra Primo Adil, . (2024) PENGARUH PERSEPSI KEGUNAAN DAN PERSEPSI KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN PENGIKUT AKUN INSTAGRAM @HEYMALE.ID. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Technological developments and the popularity of social media Instagram have created changes in consumer shopping behavior. The shift in shopping to online media certainly has an impact on conventional sellers. Therefore, it is important to understand the factors that influence the online purchasing decisions of Instagram social media users. This research aims to investigate how much influence two key factors of the Technolgy Acceptance Model (TAM) theory, namely Perceived Benefits and Perceived Ease of Use, have on online purchasing decisions. This research uses explanatory quantitative research methods by distributing questionnaires to 100 respondents who are active users of social media. Instagram, following the Instagram account @heymale.id, and have purchased Heymale products. The data collection technique in this research uses non-probability sampling with the Taro Yamane formula as a calculation for determining the sample size. Based on the results of data processing using SPSS 29, based on the results of data processing using SPSS 29, perceived usefulness has a significant influence on purchasing decisions as seen from the results of regression analysis and T Test of 0.226 and t count of 3.133 > t table 1.984. And the perception of convenience has a significant influence on purchasing decisions with the results of regression analysis and T Test of 0.568 and t count 7.485 > t table 1.984. Based on the calculation results of the coefficient of determination test, the R Square value obtained is 0.620. So the influence exerted by the independent variables (Perception of Usefulness and Perception of Convenience) on the dependent variable (Purchase Decision) is 62%. It can be concluded that perceived usefulness and perceived convenience on Instagram @heymale.id have an influence of 62% on purchasing decisions, while 38% of the influence is obtained from other factors not included in this research.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 2010411244] [Pembimbing : Aan Setiadarma] [Penguji 1 : Damayanti] [Penguji 2 : Uljanatunnisa]
Uncontrolled Keywords: Perceived Usefulness, Perceived Ease of Use, Online Purchasing Decision, Instagram Social Media
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: DANENDRA PRIMO ADIL
Date Deposited: 01 Aug 2024 01:38
Last Modified: 30 Sep 2024 04:19
URI: http://repository.upnvj.ac.id/id/eprint/31679

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