Investigating factors of purchase intention based on social commerce, trust and follower in social media

摘要

Every year the use of social media has increased especially Instagram. One of the purpose of social media usage is to market the product (e-commerce). Given the development of social media to support e-commerce, it is important to understand the factors of purchase intention. However, although previous researches have started to identify the purchase intention factors, this study attempted to light on three components that are being main characteristics of social media, including social commerce, trust and follower. An online questionnaire was completed to test the research model and hypotheses based on survey data collected from users of Instagram in Indonesia. The result of this research shown the same result as other research which the social commerce construct influence someone purchase intention in social media.