Pengaruh Source Trustworthiness, Performance Expectancy, Social Influence, dan Hedonic Motivation terhadap Niat Pembelian Produk Fashion Secara Online di Kota Surabaya
DOI:
https://doi.org/10.31004/anthor.v5i3.455Keywords:
Source Trustworthiness, Performance Expectancy, Social Influence, Hedonic Motivation, Niat PembelianAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh source trustworthiness, performance expectancy, social influence, dan hedonic motivation terhadap niat pembelian produk fashion secara online di Kota Surabaya. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial source trustworthiness, performance expectancy, social influence, dan hedonic motivation memiliki pengaruh positif dan signifikan terhadap niat pembelian. Secara simultan, keempat variabel tersebut juga memiliki pengaruh yang signifikan terhadap niat pembelian produk fashion secara online. Penelitian ini menegaskan bahwa pelaku bisnis perlu mengintegrasikan aspek rasional, sosial, dan emosional ke dalam strategi pemasaran guna mendorong pembelian konsumen.
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