Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)

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Customers Purchase Intention in Social Commerce: A Descriptive Study

Authors
Prahardika Prihananto1, *, Satria Fadil Persada1, Bahalwan Apriyansyah1, Maria Paquita Naulia1, *, Yogi Tri Prasetyo2, Shu-Chiang Lin3
1Department of Business Management, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
2School of Industrial Engineering and Engineering Management, Mapúa University, Philippines
3Texas Health and Science University, United States
*Corresponding author. Email: prahardika@its.ac.id; paquita.17091@mhs.its.ac.id.
Corresponding Authors
Prahardika Prihananto, Maria Paquita Naulia
Available Online 31 December 2021.
DOI
10.2991/aebmr.k.211226.027How to use a DOI?
Keywords
Customer Purchase Intention; Social Media; Social Commerce; Descriptive Analysis
Abstract

As the use of the internet has become massive, social networking sites cannot be separated from the lives of Indonesian people. Social networking sites have succeeded in facilitating online business activities. That fact drives social networking sites to transform their function and features to become a rival of electronic commerce. We call this transformation social commerce. Social commerce can help customers to do online shopping on social media without losing other features of social media. The advantages of social commerce encourage platform managers and entrepreneurs to optimize this platform. Purchase intention of customers is an important aspect to increase the number of purchases in the social commerce platform. This study was conducted to analyze the characteristics and purchase intentions of Indonesian social commerce customers. By knowing those things, platform managers and entrepreneurs will gain better insight and create strategies to get benefits from social commerce. This research was conducted by using a descriptive study. 250 data were collected using an online questionnaire. The results show that the majority of social commerce customers are women. The majority of customers are aged 22 until 30 years old. Most of them are students who spend less than 500,000 Rupiah in one month to buy something in social commerce. Those customers do online shopping by using social commerce about 2-3 times per month with fashion as the most preferred product to purchase. Most of them use Instagram as the most efficient social commerce platform.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2021
ISBN
10.2991/aebmr.k.211226.027
ISSN
2352-5428
DOI
10.2991/aebmr.k.211226.027How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Prahardika Prihananto
AU  - Satria Fadil Persada
AU  - Bahalwan Apriyansyah
AU  - Maria Paquita Naulia
AU  - Yogi Tri Prasetyo
AU  - Shu-Chiang Lin
PY  - 2021
DA  - 2021/12/31
TI  - Customers Purchase Intention in Social Commerce: A Descriptive Study
BT  - Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)
PB  - Atlantis Press
SP  - 203
EP  - 209
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211226.027
DO  - 10.2991/aebmr.k.211226.027
ID  - Prihananto2021
ER  -