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All Journal Prosiding University Research Colloquium
Apriliana Evrynasari
Universitas Muhammadiyah Surakarta
Humanities Computer Science & IT Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

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The Influence of Social Media Attractiveness and Brand Value on the Level of Purchasing Confidence in Indonesia: Pengaruh Daya Tarik Sosial Media dan Brand Value Terhadap Tingkat Kepercayaan Pembelian di Indonesia Ghina Aulia Rahma; Apriliana Evrynasari; Melia Putri; Siska Angreyani Nasution; Nabila Masithoh Rosyidani
Prosiding University Research Colloquium Proceeding of The 18th University Research Colloquium 2023: Bidang Sosial, Ekonomi dan Psikologi
Publisher : Konsorsium Lembaga Penelitian dan Pengabdian kepada Masyarakat Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

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Abstract

This study aims to analyze the influence of social media attractiveness and brand value on the level of people's purchase trust. From the study, 100 samples were obtained from the general public who use social media to buy a product. The method in this study is a quantitative method with the results showing that the variables of attractiveness, brand value, trust, and parasocial relationships have a significant effect on people's purchase intentions. The limitation in this study is the presence of indicators that do not have a significant effect on the level of public purchasing trust through social media.
Co-Authors Ghina Aulia Rahma Melia Putri Nabila Masithoh Rosyidani Siska Angreyani Nasution