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

Authors

  • 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

Keywords:

Attraction, Brand Value, Thrustworthiness, Parasocial Relations, Purchase Intention

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.

References

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Published

2024-02-26

How to Cite

Rahma, G. A., Evrynasari, A., Putri, M., Nasution, S. A., & Rosyidani, N. M. (2024). 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. Prosiding University Research Colloquium, 18, 129–137. Retrieved from https://repository.urecol.org/index.php/proceeding/article/view/2940

Issue

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

Section

Articles

License

Copyright (c) 2024 Ghina Aulia Rahma, Apriliana Evrynasari, Melia Putri, Siska Angreyani Nasution, Nabila Masithoh Rosyidani

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.