PERBANDINGAN PENGARUH TECHNICAL ENVIRONMENT DAN PERSONAL TERHADAP PURCHASE INTENTION

Authors

Dwi Fevriadi Universitas Negeri Padang
Astri Yuza Sari Universitas Negeri Padang

DOI:

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Technical environment dan Person terhadap Purchase Intention masyarakat Kota Padang dalam konteks Social commerce di platform Facebook. Penelitian ini melibatkan 160 responden yang berdomisili di Kota Padang, dan merupakan pengguna aktif facebook serta belum pernah melakukan pembelian pada marketplace Facebook namun tertarik untuk melakukan pembelian. Data dikumpulkan melalui kuisioner online. Pengolahan dan analisis data menggunakan aplikasi SPSS 16.0 dengan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa baik Technical environment maupun Person, memiliki pengaruh terhadap Purchase Intention. Namun, diantara kedua variable X tersebut, pengaruh Technical environment lebih besar terhadap Purchase Intention dari pada Person. Adapun keterbatasan dalam penelitian ini yaitu cakupan wilayah dan potensi bias respon karena pengumpulan data dilakukan secara online. Penelitian ini memberikan kontribusi bagi bidang pemasaran digital dan perilaku konsumen dengan memberikan pemahaman mengenai faktor-faktor yang memengaruhi Purchase Intention secara online, khususnya pada pengguna Facebook di Indonesia. Temuan ini dapat dimanfaatkan oleh pelaku bisnis dan pemasar untuk merancang strategi Social commerce yang lebih efektif.

Kata Kunci: Social commerce, Purchase Intention, Technical environment, Person, Facebook.

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