FACTORS INFLUENCING PURCHASE INTENTION IN THE SOCIAL COMMERCE: THE CASE OF MAKEUP PRODUCTS FOR INSTAGRAM USERS IN THE GREATER JAKARTA

Abstract

Purpose ð€‚± The purpose of this study is to give more insight into social commerce, especially Instagram at Greater Jakarta. The study explores factors influencing the Purchase Intention on Instagram, which include Social Commerce Construct (SCC), Hedonic and Utilitarian Shopping Value, Cognitive and Affective Appraisal, also satisfaction. Design/methodology/Approach ð€‚± Quantitative method is used in this study and to collect the data, researcher used a survey containing questionnaires as the tool. The questionnaire was made by using Google Form and spread to Greater Jakarta aged between 15 ð€‚± 25 and collected 268 respondents. Structural Equation Modelling is used to analyzed the data that are collected. Findings ð€‚± The result showed that Cognitive Appraisal mediated Social Commerce construct, which includes Learning from Forums and Communities, Social Recommendation, and Ratings and Reviews, and Utilitarian Shopping Value to influence Purchase Intention. Meanwhile, Hedonic and Utilitarian Shopping Value are influencing Purchase Intention mediated by Satisfaction. Originality Value ð€‚± This study is to provide a better understanding and views of social commerce in Indonesia, especially on Instagram. This study also gives insight about factors influencing purchase intention for sellers on Instagram and how to increase customer engagement.