Applying Diffusion of Innovation in Online Purchase Intention Through Social Network: A Focus Group Study of Facebook in Lombok, Indonesia
DOI:
https://doi.org/10.53494/jira.v12i1.1258Kata Kunci:
Online purchase intention, Social Networks, Facebook, Diffusion of innovation, Adoption of Technological Innovations, Innovation Decision Process, Perceived RiskAbstrak
This paper aims to determine the factors of online purchasing intention, to analyze the relationship between online purchase intention, and to examine the most influential factors that affect online purchase intention through social networks; a focus group study of Facebook in Lombok Indonesia. The quantitative method was chosen in this research as it is based on objective facts, numerical data, and statistics. The outcomes obtains will be more valid, reliable, and dependable. In this paper, software Statistical Package for Social Science (SPSS) version 25.0 software was used to evaluate and interpret the results of a questionnaire that had been distributed to 300 respondents. There are several analytical methods used in this study, namely reliability analysis, descriptive statistics, person correlation analysis, and multiple linear regression. The results showed that the dependent variable (PI) had a significant relationship with the independent variables (RA, CP, TR, OB, CL, and PR). Meanwhile, only the two most influential variables are OB and PR. Observability is the first most influential factor influencing online purchase intention through social networks; Facebook focus group study. Based on the results of the coefficient analysis, the beta value of observability is 0.350, then followed by the perceived risk of 0.319. Multiple regression analysis has proven that OB has the most influence on online purchasing intention through social networks, and the last one is PR with the most influence on online purchasing intention.
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