THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER CONTINUOUS PURCHASE INTENTION OF FASHION PRODUCTS : A STUDY ON THE ONLINE SHOPPING INDUSTRY

• Main Author: Azraf Altaira Santika, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68083
• Institution: Institut Teknologi Bandung

Over the past decade, media and shopping has witnessed a huge transformation, consumers are progressively using social networking sites to look for information ,regarding various products and services and purchase them, instead of relying on traditional way. The internet has transformed the nature of shopping, allowing for the growth of e-commerce sites, and thus shopping has evolved to e-shopping. Nowadays, social media is the best tools for company to promote their product, because every seventh person in the world now owns a social media sites including company, they already start using a social media as a tool for their public relation and marketing strategies. 54% of social media users use social media to research products and 71% are more likely to purchase products and 81% of consumers’ purchasing choices are influenced by their friends’ posts on social media. This research proposes a study on how social media can influence and impact customers' continuous purchase intention towards Fashion Products, moreover, this research also explores the relationship between social media, immersive experience, perceived value, and continuous purchase intention. This study uses a S-O-R model to construct the problem of this study. The research was conducted by using quantitative approach which is google form, and focus on the Gen Z who lived in Indonesia, had purchase fashion products through online, and they must be active in social media. In this study, a questionnaire survey was conducted and there was 120 participant who participate in this research. All the data respondent were valid, this data analyzed by using SPSS software and multiple linear regression analysis to test the hypotheses. The result of this research shows social media has a huge impact, on perceived value, immersive experience, and customer continuous purchase intention. The immersive experience effect is more significant than the perceived value. This research may help businesses predict which factors significantly influence consumer purchase intention and understand more about which content should fashion enterprises to take to create the customer intention.