社交媒体互动对本地时尚产品品牌 "Erigo "购买意向的影响:来源可信度、来源同质性和内容质量作为中介变量的影响

Fadhil Rahmadani, Anas Hidayat
{"title":"社交媒体互动对本地时尚产品品牌 \"Erigo \"购买意向的影响:来源可信度、来源同质性和内容质量作为中介变量的影响","authors":"Fadhil Rahmadani, Anas Hidayat","doi":"10.47467/alkharaj.v6i7.2175","DOIUrl":null,"url":null,"abstract":"The purpose of this research is to analyze the factors influencing social media interaction regarding the purchase intention of the local fashion brand Erigo. The methodology employed in this study utilizes a quantitative approach with purposive sampling techniques. The criteria for respondents in this research are active Instagram users from the millennial and Generation Z cohorts, aged 19-36, residing in Indonesia. The valid number of respondents is 150. Data processing is carried out using the PLS-SEM method. The variables examined in this study include social media interaction, source credibility, source homophily, content quality, and purchase intention. The findings of this research indicate that social media interaction has a positive influence on source credibility, source homophily, and content quality. Source homophily and content quality positively affect purchase intention. However, source credibility does not have a significant impact on purchase intention. The results of this research are expected to assist companies and marketers in developing more intimate relationships with consumers and encouraging consumer intent to purchase through social media interaction.","PeriodicalId":517158,"journal":{"name":"Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah","volume":"28 4","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Interaksi Media Sosial Terhadap Niat Beli Merek Produk Fashion Lokal ‘Erigo’: Pengaruh Kredibilitas Sumber, Homofili Sumber, Dan Kualitas Konten Sebagai Variabel Mediasi\",\"authors\":\"Fadhil Rahmadani, Anas Hidayat\",\"doi\":\"10.47467/alkharaj.v6i7.2175\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The purpose of this research is to analyze the factors influencing social media interaction regarding the purchase intention of the local fashion brand Erigo. The methodology employed in this study utilizes a quantitative approach with purposive sampling techniques. The criteria for respondents in this research are active Instagram users from the millennial and Generation Z cohorts, aged 19-36, residing in Indonesia. The valid number of respondents is 150. Data processing is carried out using the PLS-SEM method. The variables examined in this study include social media interaction, source credibility, source homophily, content quality, and purchase intention. The findings of this research indicate that social media interaction has a positive influence on source credibility, source homophily, and content quality. Source homophily and content quality positively affect purchase intention. However, source credibility does not have a significant impact on purchase intention. The results of this research are expected to assist companies and marketers in developing more intimate relationships with consumers and encouraging consumer intent to purchase through social media interaction.\",\"PeriodicalId\":517158,\"journal\":{\"name\":\"Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah\",\"volume\":\"28 4\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-07-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.47467/alkharaj.v6i7.2175\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.47467/alkharaj.v6i7.2175","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

本研究旨在分析社交媒体互动对本地时装品牌 Erigo 购买意向的影响因素。本研究采用定量方法和目的性抽样技术。本研究的受访者标准是居住在印度尼西亚的千禧一代和 Z 世代(19-36 岁)Instagram 活跃用户。有效受访者人数为 150 人。数据处理采用 PLS-SEM 方法。本研究考察的变量包括社交媒体互动、来源可信度、来源同质性、内容质量和购买意向。研究结果表明,社交媒体互动对来源可信度、来源同质性和内容质量有积极影响。来源同质性和内容质量对购买意向有积极影响。然而,来源可信度对购买意向的影响并不显著。本研究的结果有望帮助企业和营销人员与消费者建立更亲密的关系,并通过社交媒体互动鼓励消费者的购买意向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Interaksi Media Sosial Terhadap Niat Beli Merek Produk Fashion Lokal ‘Erigo’: Pengaruh Kredibilitas Sumber, Homofili Sumber, Dan Kualitas Konten Sebagai Variabel Mediasi
The purpose of this research is to analyze the factors influencing social media interaction regarding the purchase intention of the local fashion brand Erigo. The methodology employed in this study utilizes a quantitative approach with purposive sampling techniques. The criteria for respondents in this research are active Instagram users from the millennial and Generation Z cohorts, aged 19-36, residing in Indonesia. The valid number of respondents is 150. Data processing is carried out using the PLS-SEM method. The variables examined in this study include social media interaction, source credibility, source homophily, content quality, and purchase intention. The findings of this research indicate that social media interaction has a positive influence on source credibility, source homophily, and content quality. Source homophily and content quality positively affect purchase intention. However, source credibility does not have a significant impact on purchase intention. The results of this research are expected to assist companies and marketers in developing more intimate relationships with consumers and encouraging consumer intent to purchase through social media interaction.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信