M01934

Proceedings of Annual Bangkok Business and Social Sciences Research Conference

3 - 4 June 2016, Ambassador Hotel, Bangkok, Thailand, ISBN: 978-1-925488-07-4

The Influence of Shopping Preferences and Information

Research toward Purchase Decision of Online Products in

Social Media

Katherine Narwoto

1

, Eristia Lidia Paramita

2

and Yusepaldo Pasharibu

3

Nowadays, social media not only uses for social society, but also uses as an effective and efficient marketing tools. One of the social media that is popular and have a lot of user is Instagram. People uses Instagram as a marketing tool to reach a wider circle. Many products sells through Instagram, one of them is fashion. This study aimed to examine the influence of shopping preferences and information research toward online purchase decisions of fashion products in Instagram. Respondents of this study were 150 and were chosen used purposive sampling method. Then, the data was analyzed using multiple linear regression. The result showed that shopping preferences was significantly influenced by online purchase decisions of fashion products in Instagram, on the other hands information research was not significantly influenced by online purchase decisions of fashion products in Instagram.

Keywords:

Shopping Preferences, Information Research, Purchasing Decisions

Track:

Management

1

Miss. Katherine Narwoto, student of Economics and Business Faculty, Satya Wacana Christian University

2

Mrs. Eristia Lidia Paramita, faculty member of Economics and Business Faculty, Satya Wacana Christian University. Email: eristia.paramita@staff.uksw.edu

3