INFLUENCE OF SOCIAL INFLUENCE, MOTIVATION, AND TRUST ON ONLINE PURCHASE INTENTION ON INSTAGRAM

Social media has become an activity that is used by many people for business, entertainment, or just to interact with other people. Instagram is one of the social media platforms used to carry out these activities. Trust in online purchase intentions refers to consumers' willingness to rely on third parties and expose themselves to their actions during the online shopping process (online shopping), with the expectation that third parties will comply with ethical standards and be able to deliver the goods and services they have promised. This conceptual study aims to determine the relationship between social influence, social motivation, and online trust on online purchase intentions on Instagram. This study uses the UTAUT theory as a theoretical basis. Data was collected from a sample of 402 customers who use Instagram to shop from Bekasi, Indonesia, and use the Google form. The collected data has been analysed using SPSS. Descriptive, inferential, and reliability analyses were the three types that were available. According to earlier researchers, all of the variables' reliability analysis results exceeded 0.06. In the Bekasi region, the decision to continue using the Instagram app for online purchase intention was statistically correlated with all independent variables.
Keywords: Social Influence, Social Motivation, Online Trust, Online Purchase Intention