The Effect Of Perceived Risk, Consumer Lifestyle And Online Trust On The Purchase Intention Of Fashion Products In Instagram Social Media

  • Taranggana Ari Sakti Universitas Muhammadiyah Gresik
  • Sukaris Sukaris Universitas Muhammadiyah Gresik
  • Asep Saepuloh Universitas Muhammadiyah Gresik

Abstract

This study aims to analyze the effect of perceived risk, consumer lifestyle and online trust on the purchase intention of fashion products on Instagram social media in Surabaya. The sample in this study consisted of 75 respondents. The independent variable in this study is perceived risk, consumer lifestyle and online trust, while the dependent variable is the purchase intention of fashion products on Instagram. The data analysis technique used is multiple linear regression with the help of the SPSS program. The results showed that the variable perceived risk, consumer lifestyle and online trust partially influenced the interest in buying fashion products on Instagram social media in Surabaya

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Published
Sep 23, 2020
How to Cite
SAKTI, Taranggana Ari; SUKARIS, Sukaris; SAEPULOH, Asep. The Effect Of Perceived Risk, Consumer Lifestyle And Online Trust On The Purchase Intention Of Fashion Products In Instagram Social Media. INNOVATION RESEARCH JOURNAL, [S.l.], v. 1, n. 2, p. 133-144, sep. 2020. ISSN 2721-6675. Available at: <https://journal.umg.ac.id/index.php/innovation/article/view/1929>. Date accessed: 21 nov. 2024. doi: http://dx.doi.org/10.30587/innovation.v1i2.1929.
Section
Articles