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All Journal Bussman Journal : Indonesian Journal of Business and Management
Retno Rahayu
Universitas Trisakti
Economics, Econometrics & Finance

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PENGARUH ENTERTAINMENT, CUSTOMIZATION, INTERACTION, WORD OF MOUTH, DAN TREND TERHADAP CONSUMER PURCHASE BEHAVIOUR PADA SOSIAL MEDIA INSTAGRAM Retno Rahayu; Sri Vandayuli Riorini
Bussman Journal : Indonesian Journal of Business and Management Vol. 3 No. 2 (2023): Bussman Journal | Mei - Agustus 2023
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v3i2.169

Abstract

Behavior is a real human action that can be observed directly. While consumers are people who participate in buying or using a product. Therefore, consumer purchasing behavior is a decisionmaking method used to evaluate, obtain, use, or regulate goods and services. This research was conducted with the aim of examining and analyzing the influence of Entertainment, Customization, Interaction, Word of Mouth, and Trends on Consumer Purchase Behavior on Instagram SocialMedia. This research is a qualitative approach. Sampling was used by purposive sampling technique, resulting in 109 respondents. By using SPSS software. The results of this study are that Entertainment, Interaction, Word of Mouth, and Trend have a positive influence on Consumer Purchase Behavior. Meanwhile, Customization has no influence or no negative effect on Consumer Purchase Behavior
Co-Authors Sri Vandayuli Riorini