Open AccessSocial Media, Consumer Motivation, And Consumer Purchase Decision For Fashion Consumers In Semarang District
Author(s) -
Frans Sudirjo
Publication year - 2021
Publication title -
jurnal manajemen (edisi elektronik)
Language(s) - English
Resource type - Journals
ISSN - 2301-4628
DOI - 10.32832/jm-uika.v12i1.3985
Subject(s) - purchasing , purchasing decision , business , social media , advertising , marketing , political science , law
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.