<![CDATA[ABSTRAKTujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh keunggulan operating system dan stabilitas performa terhadap keunikan desain yang dimoderasi minat beli. Sampel dalam penelitian ini terdiri dari 160 responden yang merupakan masyarakat umum sekitar. Cakupan responden didasarkan pada pendekatan Hair. Teknik pengumpulan data menggunakan simple random sampling dengan menyebarkan kuesioner penelitian dalam format Google kemudian membagikannya di media sosial. Metode pengolahan data penelitian ini menggunakan software Smart PLS (Partial Least Square) yang digunakan untuk pengujian hipotesis. Hasil penelitian menunjukkan bahwa keunggulan operating system berpengaruh positif dan signifikan terhadap minat beli, Stabilitas Performa berpengaruh positif dan signifikan minat beli, keunikan desain terbukti berpengaruh signifikanKata Kunci : Keunggulan Operating System, Stabilitas Performa, Minat beli, Keunikan desain ABSTRACTThe purpose of this study was to test and analyze the effect of the ease of finding segments and the availability of feedback on decisions to use social media marketing moderated by business process efficiency. The sample in this study consisted of 160 respondents who were the general public around. Respondent coverage is based on the Hair approach. The data collection technique used simple random sampling by distributing research questionnaires in Google format and then sharing them on social media. The research data processing method uses Smart PLS (Partial Least Square) software which is used for hypothesis testing. The results showed that the superiority of the operating system had a positive and significant effect on purchase intention, Performance Stability had a positive and significant effect on purchase intention, unique design proved to have a significant effect.Keywords : Superior Operating System, Stability of Performance, Interest in Buying, Unique Design]]>
