Prosiding University Research Colloquium
Proceeding of The 18th University Research Colloquium 2023: Bidang Sosial, Ekonomi dan Psikologi

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 (Universitas Muhammadiyah Surakarta)
Apriliana Evrynasari (Universitas Muhammadiyah Surakarta)
Melia Putri (Universitas Muhammadiyah Surakarta)
Siska Angreyani Nasution (Universitas Muhammadiyah Surakarta)
Nabila Masithoh Rosyidani (Universitas Muhammadiyah Surakarta)

Article Info

Publish Date
26 Feb 2024

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.

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Journal Info
Prosiding University Research Colloquium
Website

Abbrev

proceeding

Publisher

Konsorsium LPPM Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

Subject

Humanities Computer Science & IT Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

Description

University Research Colloquium (URECOL) merupakan forum seminar nasional yang memberikan kesempatan untuk diseminasi, diskusi, dan mendapatkan follow up atas luaran penelitian maupun pengabdian kepada ...