FAKTOR-FAKTOR YANG MEMPENGARUHI ONLINE PURCHASE INTENTION PADA PLANT BASED FOOD DENGAN SOCIAL MEDIA COMMUNICATION, ONLINE BRAND TRUST DAN ATTITUDE SEBAGAI MEDIASI

Renny Christiarini; Rich Jackson

doi:10.31955/mea.v10i1.7335

Renny Christiarini Universitas Internasional Batam, Kota Batam
Rich Jackson Universitas Internasional Batam, Kota Batam

DOI: https://doi.org/10.31955/mea.v10i1.7335

Abstract

Fokus dari penelitian ini untuk mencari tahu apakah yang mampu mempengaruhi online purchase intention pada plant based food yang dimediasi oleh social media communication, online brand trust, dan attitude. Biasanya menggunakan prosedur pengambilan sampel acak, metode penelitian kuantitatif mencakup pengiriman survei dan pemeriksaan populasi atau sampel tertentu dengan data kuantitatif. Individu yang pernah mengonsumsi produk berbasis tanaman (plant-based food) dan aktif menggunakan media sosial sebagai platform komunikasi dan informasi menjadi demografi untuk penelitian ini. Target demografi penelitian ini mencakup 300 responden. Hasil penelitian menunjukkan bahwa perceived value dan consumer identity berpengaruh signifikan positif terhadap social media communication, sedangkan social influence tidak berpengaruh signfikan terhadap social media communication. Kemudian social media communication berpengaruh signifikan positif terhadap online purchase intention. Kemudian perceived value dan consumer identity berpengaruh signifikan positif terhadap online purchase intention yang dimediasi oleh social media communication, sedangkan social influence tidak berpengaruh signfikan terhadap online purchase intention yang dimediasi oleh social media communication.

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