PERAN KETERLIBATAN HIJABERS DI MEDIA SOSIAL TERHADAP PERILAKU BELANJA ONLINE BUSANA MUSLIM

Vita Briliana, Tita Deitiana, Nurwanti Mursito
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Abstract

Tujuan penelitian untuk mengetahui mengidentifikasi keterlibatan hijabers di social media dikarenakan motivasi, peluang, kemampuan dan suka terhadap perilaku belanja online. Populasi dalam penelitian ini adalah pengguna Facebook dalam rangka bertransaksi belanja online khususnya busana muslim. Metode pengambilan sampel menggunakan purposive sampling dengan jumlah 316 responden. Teknik analisis data menggunakan analisis SEM (Smart-PLS). Hasil penelitian menyatakan bahwa motivasi, kemampuan dan suka mempunyai pengaruh positif terhadap keterlibatan media sosial dalam belanja online dikalangan hijabers. Sementara peluang tidak memiliki pengaruh terhadap keterlibatan di media sosial. 

 

The purpose of the study was to identify the effects of motivation, opportunity, ability, and likes on social media involvement for online shopping. The population in this study is the Facebook users in order to transact online shopping, especially Muslim fashion. Sampling method in this research is purposive sampling with 316 respondents. Data analysis techniques use SEM (Smart-PLS) analysis. The results stated that motivation, ability, and likes have a positive influence on involvement in social media through online shopping among hijabsta. While opportunities have no influence on involvement in social media.

Keywords

Ability; Facebook; Motivation; Opportunity; Social Media

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