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All Journal Paradoks : Jurnal Ilmu Ekonomi
Putri, Nur Fadhila
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Social Sciences

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Social Influence in Collective Shopping: The Moderating Effect Of Discounts Hatta, Harmiati; Bravely, Irvan; Dinhi, Zoel Dirga; Musdalifa, Eva; Sultan, Nurul Fahmi; Ramadhani, Rezky; Israwati; Putri, Nur Fadhila
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 2 (2026): February - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i2.2336

Abstract

This study aims to examine the presence of collective shopping communities as a component of the social influence variable that can affect purchase intention. The discount variable serves as a moderating variable that also influences purchase intention. The research model is based on the Unified Theory of Acceptance and Use of Technology (UTAUT), but focuses solely on the social influence construct. The independent variable in this study is the collective shopping community, while the dependent variables consist of purchase intention and purchase behavior. The moderating variable used is the discount. The sample of this study consists of Indonesian consumers who have joined collective shopping communities and have previously made online purchases. The sampling technique used is purposive sampling. The data analysis technique employed is SmartPLS. The results of the study indicate that all hypotheses have a significant effect except for H2, which shows that the collective shopping community (Komunitas Keranjang Kuning) does not have a positive influence on purchase intention.
Co-Authors Dinhi, Zoel Dirga Hatta, Harmiati Irvan Bravely Israwati Musdalifa, Eva Ramadhani, Rezky Sultan, Nurul Fahmi