The Effects Of Social Commerce Design As Social Commerce On Consumer Purchase Decision Making (a Study On Instagram – Indonesia)

Abstract

Abstract This study aims to determine how the influence of design quality on purchase decision making on Instagram-Indonesia. The factors tested in this study are design quality (usability factor, functional factor, and social factor) as exogenous variables, while purchase decision making (product awareness, information search, evaluation, purchase, and post-purchase) as endogenous variables. The research method used in this study is descriptive and causality research methods. The populations in this study are consumers who make purchases online through Instagram. The sampling technique used in this study is probability-sampling technique with simple random sampling technique, while the number of samples in this study amounted to 400 respondents. The analytical method used in this study is Stuctural Equation Modeling (SEM) based on Partial Least Square (PLS) at a significance level of 5%. The program used in analyzing data using SmartPLS version 3.2.8 Software. Based on the results of the study show that usability factors, functional factors, and social factors influence product awareness. Usability factor does not affect information search. While functional factors and social factors influence information search. Usability factors, functional factors, and social factors influence evaluation. Usability factor does not affect purchase. While functional factors and social factors affect purchase. Usability factor does not affect post-purchase. While functional factors and social factors affect post-purchase. Keywords: Design Quality (Usability Factor, Functionality Factor, and Social Factor) and Purchase Decision Making (Product Awarenesss, Information Search, Evaluation, Purchase, dan Post-Purchase).