Jufrizen Jufrizen, Raihanah Daulay, Maya Sari, Muhammad Irfan Nasution


Tujuan dari penelitian ini adalah untuk menghasilkan model perilaku konsumen dalam pemilihan online shop Instagram. Populasi dan sampel penelitian ini adalah Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Swasta di Kota Medan yang sudah pernah melakukan pembelian pada online shop Instagram minimal 1 (satu) kali. Jenis data yang digunakan adalah  data primer. Teknik pengumpulan data yaitu daftar pertanyaan (Questionaire) dan  wawancara (Interview). Analisis data dengan menggunakan model SEM (Structural Equation Modelling) dibantu dengan program Lisrel 8.80. Hasil penelitian menunjukkan bahwa keterlibatan produk (product involvement) berpengaruh positif terhadap persepsi resiko (perceived risk) pada online shop Instagram. Persepsi resiko (perceived risk) berpengaruh positif terhadap kepuasan konsumen (customer satisfaction) pada online shop Instagram. Persepsi resiko (Perceived Risk) berpengaruh positif terhadap kepercayaan konsumen (customer trust) pada online shop Instagram. Kepercayaan konsumen (customer trust) berpengaruh positif terhadap niat beli (Purchase Intention) pada online shop Instagram.  Kepuasan konsumen (customer satisfaction) berpengaruh positif terhadap niat beli (purchase intention) pada online shop Instagram


kepuasan, niat beli, konsumen, Instagram

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MIX: Jurnal Ilmiah Manajemen
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Journal DOI: 10.22441/jurnal_mix
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