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All Journal Jurnal Ekonomi : Journal of Economic Dynamic Management Journal Prosiding University Research Colloquium
Yuliyzar, Ismayudin
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Other

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Journal : prosiding university research colloquium

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Perceived Ease of Use, Usefulness, and Social Influence as Determinants of Consumer Purchase Intention Kurniastuti, Cahyani; Yuliyzar, Ismayudin; Pratama, Putra; Sulistio, Eko
Prosiding University Research Colloquium Proceeding of The 22nd University Research Colloquium 2026: Bidang Sosial, Ekonomi dan Psikologi
Publisher : Konsorsium Lembaga Penelitian dan Pengabdian kepada Masyarakat Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

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Abstract

This study investigates the influence of perceived ease of use, perceived usefulness, and social influence on consumers’ behavioral intention to purchase Nike footwear, with a focus on users based in Lippo Karawaci, Tangerang. A quantitative research design was employed using a structured questionnaire administered to 100 respondents who had previously purchased or used Nike shoes. The results indicate that all three independent variables exert a significant and positive effect on behavioral intention, with social influence emerging as the strongest predictor. The proposed model explains 92.5 percent of the variance in consumer purchase intention, demonstrating substantial explanatory power. These findings highlight the pivotal role of social dynamics such as peer influence and brand related social identity in shaping consumer decision-making in the global sportswear market. The study contributes theoretically by extending the application of the Technology Acceptance Model (TAM) to a non-digital product context, and practically by offering actionable insights for lifestyle brand marketing strategies, particularly in relation to influencer engagement and brand community development.
Co-Authors Andi Hakim Deliagustianti, Deliagustianti Enjelita, Shely Devi Kurniastuti, Cahyani Kurniawan, Rocky Rinaldi Putra Pratama Rofiq, Iwan Setiawan Sulistio, Eko