Pengaruh Dukungan Sosial dan Interaktivittas Terhadap Keputusan Konsumen Melakukan Pembelian Melalui S-Commerce

Abstract

This study aimed to examine the effect of social support and interactivity toward consumer decision making to purchases through s-commerce. This study uses the theory of reasoned action (TRA) as a reference. The method used was a 2x3 factorial field experiment with social support variables in the form of testimony and interactivity. Data was collected by experiments and interviews. Respondents study of 60 people with real or actual transactions. The results showed that social support and interactivity affects consumers in making purchasing decisions through s-commerce. Based on interviews conducted with some consumers, it can be concluded that there are other factors to be taken by the consumers prior to making a purchase through the s-commerce, such as the number of followers Instagram account of the seller, uniqueness and funny of the product, being active to post products, flexibility, price, and needs.