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All Journal Journal of Management and Bussines (JOMB)
Selfia Ratna Kasih
Univesitas Muhammadiyah Sukabumi

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Journal : Journal of Management and Bussines (JOMB)

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Milenial Intention on Social Media Selfia Ratna Kasih; Asep M Ramdan; Acep Samsudin
Journal of Management and Bussines (JOMB) Vol 2 No 1 (2020): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v2i1.1070

Abstract

The purpose of this study is to measure how much influence social media Instagram and consumer confidence in millennial purchase interest. The variables of this research are Instagram social media (X1), consumer trust (X2) and millennial purchase interest (Y). The method used in this study is a quantitative research method with an associative approach, by distributing 200 online questionnaires to millennials of productive age. The analysis technique used to test the hypothesis in this study is the path analysis. Hypothesis test results show intagram social media and consumer trust have a significant influence on millennial buying interest and mediation hypothesis testing results show that consumer confidence variables mediate Instagram social media on millennial buying interest. Conclusion, consumer confidence in an online fashion store will certainly affect the buying interest. Keywords: Instagram, Consumer Trust, Social Media, Millennials, Purchase Interest
Co-Authors Acep Samsudin Asep Muhamad Ramdan