INNOVATION RESEARCH JOURNAL
Vol 1 No 2 (2020)

The Effect Of Perceived Risk, Consumer Lifestyle And Online Trust On The Purchase Intention Of Fashion Products In Instagram Social Media

Taranggana Ari Sakti (Universitas Muhammadiyah Gresik)
Sukaris Sukaris (Universitas Muhammadiyah Gresik)
Asep Saepuloh (Universitas Muhammadiyah Gresik)

Article Info

Publish Date
23 Sep 2020

Abstract

This study aims to analyze the effect of perceived risk, consumer lifestyle and online trust on the purchase intention of fashion products on Instagram social media in Surabaya. The sample in this study consisted of 75 respondents. The independent variable in this study is perceived risk, consumer lifestyle and online trust, while the dependent variable is the purchase intention of fashion products on Instagram. The data analysis technique used is multiple linear regression with the help of the SPSS program. The results showed that the variable perceived risk, consumer lifestyle and online trust partially influenced the interest in buying fashion products on Instagram social media in Surabaya

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Journal Info
INNOVATION RESEARCH JOURNAL
Website

Abbrev

innovation

Publisher

Universitas Muhammadiyah Gresik

Subject

Religion Humanities Economics, Econometrics & Finance Engineering Languange, Linguistic, Communication & Media

Description

Innovation Research Journal (jurnal riset berinovasi) diterbitkan oleh lembaga Penelitian dan Pengabdian Masyarakat Universitas Muhammadiyah Gresik, dua kali setahun pada bulan Maret dan September, Tujuan dari Jurnal ini adalah untuk memfasilitasi para ilmuwan, peneliti dan praktisi bisnis untuk ...