A STUDY OF THE INFLUENCE OF VIRTUAL COMMUNITY IN SOCIAL MEDIA TOWARD CONSUMER PURCHASE INTENTION

• Main Author: Mukti Dirgoaji, Chrisnanda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41615
• Institution: Institut Teknologi Bandung

Social media is a platform that is always accessible to the community to fulfill their daily needs. This was caused by increasing public awareness of internet-based technology. Technological advances on the internet, especially social media, have created virtual communities, especially in the fashion world. Virtual communities existence gives people convenience way to keep up with fashion and influence their purchase intention. This is caused by several factors that will be examined in this research. The factors in this research are Usability, Emotional Trust, Extrinsic Motivation, Sociability and Perceived Internet Skills where these factors influence Purchase Intention. The purpose of this research is to find a relationship between the existence of virtual communities on social media towards people's purchase intentions. This research used an online questionnaire to collect data which measured by a Likert scale to 211 respondents using purposive sampling and non-probability sampling. The collected data was then processed using SPSS software. From the results of data processing and analysis of the data, it was found that all collected data is valid and can be used for research. In this research, the Multiple Linear Regression method was used to measure and analyse the relationship of dependent and independent variables. The results of this research indicate that there is a significant relationship between the factors of the virtual community, which are Usability, Emotional Trust, Extrinsic Motivation, Sociability and Perceived Internet Skills toward purchase intentions. Hopefully, this research can be useful for businesses in building virtual communities to increase people’s purchase intention to buy the product.