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All Journal EKONOMIS : Journal of Economics and Business Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Logistik Indonesia Majalah Ilmiah Bijak Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Darma Agung Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Informatika Ekonomi Bisnis
Havidz, Ikramina Larasati Hazrati
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences

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Journal : Majalah Ilmiah Bijak

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Purchase Intention Through Social Media Commerce with Age and Gender as Moderating Variables: An Empirical Study Paramitha, Nabilla; Havidz, Ikramina Larasati Hazrati
Majalah Ilmiah Bijak Vol 20, No 2: September 2023
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/bijak.v20i2.3389

Abstract

Purchase intention helps entrepreneurs to decide where the geographic market is and how to segment the customers where the products and services are sold on social commerce media. The aim of this studyto be able to find out empirically about the influence of attitude, ease of use, perceived usefulness, on purchase intention through social commerce media which is moderated by gender and ageThis research was conducted in early July - late July 2023. The data collection process was carried out by distributing questionnaires online in the form of Google forms. This research was conducted on 125 Tiktok social media users in Indonesia. The data obtained was analyzed usingmethodPartial Squares Structural Equation Modeling(PLS-SEM). The results of this research show that attitude has a positive and significant effect on purchase intention. Next, ease of use has a positive and significant effect on purchase intention. Then, perceived usefulness has a positive and insignificant effect on purchase intention. Furthermore, young age has no influence on the relationship between ease of use and purchase intention. Next, women have no influence on perceived usefulness and it is not significant on purchase intention.
Co-Authors Amin, Grace Anik Rahmawati, Anik Anugraheni, Suci Cahyadi, Ihlas Chatarina Umbul Wahyuni Danuadji, Kristian Hanartyo, Ernawan Dwi Havidz Aima, Havidz Havidz, Hazimi Bimaruci Hazrati Hernawati W Retno Wiratih Najihatun, Najihatun Paramitha, Nabilla Puji Astuti Qoiriyah, Mila Rahmansyah, Nizar Rahmawati, Aprilia Kharen Eka Ramadani, Shafira Hafsari Rojuaniah Rojuaniah Rojuaniah, R Santowijaya, Alfadli Sari, Bayu Mayang Savira, Karin Putri Tantri Yanuar Rahmat Syah Wati, Diana Fajar Winanta, Tang Tatang