Consumer Trust of Online Shopping at Social Network in Depok, Sleman, Yogyakarta

Abstract

This research is about analysis of direct effects from consumer behavior and subjective norms towards attitudes to purchase products online through social network. The hypotheses of this research are: (1) to know whether consumer behavior affects towards purchase intention in social network online shopping. (2) to know whether subjective norms affects towards purchase intention in social media online shopping. Research sample used for the examination of the hypotheses are 100 respondents from Depok Sleman Yogyakarta. The tool to analyze the data used in this research is multiple regression analysis. The conclusions of this research are (1) Consumer attitudes give positive effect significantly towards consumer intention to buy a product in social media in Depok Yogyakarta. (2) Subjective norm gives positive effect significantly towards consumer intention to buy product in social media in Depok Yogyakarta.