Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal HYPOTHESIS : MULTIDISCIPLINARY JOURNAL OF SOCIAL SCIENCES
Dzulfikri Azis Muthalib
Jurusan Manajemen Universitas Halu Oleo Kendari
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
PENGARUH USER-GENERATED CONTENT DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA JURUSAN MANAJEMEN FEB UHO Dzulfikri Azis Muthalib
HYPOTHESIS : Multidisciplinary Journal Of Social Sciences Vol 5 No 01 (2026): HYPOTHESIS : Multidisciplinary Journal Of Social Sciences
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/hypothesis.v5i01.2661

Abstract

This study aims to examine the effect of user-generated content and social media engagement on purchase decisions among students of the Management Department, Faculty of Economics and Business, Halu Oleo University. A quantitative approach with an explanatory survey design was employed. Data were collected from 100 active students who had made online purchases influenced by social media content, selected through purposive sampling. Data were gathered using a structured questionnaire, and the research instrument was tested for validity and reliability prior to further analysis. Hypotheses were tested using multiple linear regression analysis with the assistance of SPSS software. The results show that both user-generated content and social media engagement have a positive and significant effect on purchase decisions, either partially or simultaneously, and together explain a substantial proportion of the variance in students' purchase decisions. These findings suggest that businesses targeting the student market need to encourage authentic user-generated content and design social media strategies that actively engage students in order to strengthen purchase decisions.
PENGARUH KEMUDAHAN TRANSAKSI DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE DI KALANGAN MAHASISWA JURUSAN MANAJEMEN FEB UHO Dzulfikri Azis Muthalib
HYPOTHESIS : Multidisciplinary Journal Of Social Sciences Vol 5 No 01 (2026): HYPOTHESIS : Multidisciplinary Journal Of Social Sciences
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/hypothesis.v5i01.2662

Abstract

This study aims to examine the effect of transaction ease and trust on purchase decisions on marketplace platforms among Management students of the Faculty of Economics and Business, Halu Oleo University (FEB UHO). A quantitative approach with an explanatory survey design was employed. Data were collected from 100 active Management students who had made at least one purchase through a marketplace application within the last three months, selected through purposive sampling. Data were gathered using a structured questionnaire and analyzed through multiple linear regression with the assistance of SPSS software. The results show that transaction ease and trust each have a positive and significant effect on purchase decisions. Simultaneously, both variables significantly influence purchase decisions and account for a substantial proportion of its variance. These findings suggest that marketplace providers need to continuously enhance application usability and strengthen consumer trust in order to encourage purchase decisions among young, digitally literate consumers such as university students.
Co-Authors