Evaluating Factor Influencing Consumer Purchasing Intention Toward Online Shop on Social Media

This study mainly aimed to examine the factorswhich influence consumer purchase intention. The factors include social media influencers, Cash on Delivery (COD) payment system and consumer satisfaction. The survey was conducted on university students as online consumers of fashion products in Semarang city, Central Java, Indonesia. Purposive sampling method was used to select the samples. There were 100 questionnaires distributed online, but only 87 questionnaires were filled out by respondents. The analytical method applied for analyzing the data was Structural Equation Modeling (SEM) using SmartPLS software. The results show that influencers on social media have a significant effect on consumer satisfaction, but it does not significantly affect purchase intention. COD has a significant direct effect on consumer satisfaction, but the moderating effect is not significant. Consumer satisfaction has a direct effect on purchase intention.