Social Media, Consumer Motivation, And Consumer Purchase Decision For Fashion Consumers In Semarang District

Authors

  • Frans Sudirjo

DOI:

https://doi.org/10.32832/jm-uika.v12i1.3985

Keywords:

Social media, consumer motivation, buying decision.

Abstract

Abstract: This study aims to analyze the influence of social media on purchasing decisions through consumer motivation in fast fashion consumers in Semarang Regency. This study uses quantitative methods as many as 100 respondents were determined using a census. Data were collected using a questionnaire and processed using partial least squares. The results showed that social media had a positive and significant effect on purchasing decisions, consumer motivation had a positive and significant effect on purchasing decisions and social media had a positive and significant effect on purchasing decisions.

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Published

02-02-2021

How to Cite

Sudirjo, F. (2021). Social Media, Consumer Motivation, And Consumer Purchase Decision For Fashion Consumers In Semarang District. Jurnal Manajemen (Edisi Elektronik), 12(1), 78–92. https://doi.org/10.32832/jm-uika.v12i1.3985

Issue

Vol. 12 No. 1 (2021): Jurnal Manajemen (Edisi Elektronik)

Section

Articles

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