Pengaruh Technical Environment, Social Media Peer Communication, Subjective Norm terhadap Purchase Decision dengan Peran Perceived Brand Quality sebagai Variabel Intervening (Studi pada Konsumen Fashion di Indonesia melalui Social Commerce)
DOI:
https://doi.org/10.38035/jmpis.v7i1.6926Keywords:
Perceived Brand Quality, Purchase Decision, Social Media Peer Communication, Subjective Norm, Technical EnvironmentAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh lingkungan teknis, komunikasi sesama pengguna di media sosial, dan norma subjektif terhadap keputusan pembelian, dengan persepsi kualitas merek sebagai variabel intervening dalam konteks pembelian produk fashion melalui platform social commerce di Indonesia. Meskipun penelitian sebelumnya telah mengkaji variabel-variabel tersebut secara terpisah, hanya sedikit yang mengintegrasikan ketiga antecedent tersebut dengan persepsi kualitas merek dalam lanskap social commerce Indonesia, sehingga membentuk celah penelitian yang ingin diisi oleh studi ini. Lingkungan teknis dikonseptualisasikan sebagai kualitas teknis platform yang memengaruhi keputusan konsumen secara langsung maupun melalui persepsi mereka terhadap kualitas merek. Sementara itu, komunikasi antar pengguna dan norma subjektif diasumsikan memperkuat proses pengambilan keputusan konsumen, terutama ketika didukung oleh evaluasi positif terhadap kualitas merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei online yang melibatkan 300 responden yang pernah membeli produk fesyen melalui platform social commerce seperti TikTok Shop, Instagram Shopping, dan Facebook Marketplace. Sampel diperoleh melalui teknik purposive sampling, dan data dianalisis menggunakan Structural Equation Modeling - Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa lingkungan teknis, komunikasi sesama pengguna di media sosial, dan norma subjektif memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, persepsi kualitas merek terbukti memediasi pengaruh ketiga variabel tersebut terhadap keputusan pembelian. Temuan ini menunjukkan bahwa keputusan konsumen untuk membeli produk fashion melalui social commerce tidak hanya dibentuk oleh faktor teknis dan sosial, tetapi juga oleh persepsi mereka terhadap kualitas merek. Penelitian ini diharapkan dapat mendukung pelaku industri fesyen dan pengembang platform dalam merumuskan strategi digital yang lebih efektif untuk mendorong keputusan pembelian.
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