MODEL PENINGKATAN PEMBELIAN PADA MEDIA BELANJA ONLINE INSTAGRAM MELALUI ORIENTASI BELANJA, KUALITAS WEB, HARGA DAN WORD OF MOUTH COMMUNICATIONS

Abstract

This research titled “Enchancement Model of Purchase Decision to Instagram Online Shopping
Media Through Shopping Orientation, Web Quality, Price, and Word of Mouth Communications.â€
The development of technology is increasing nowadays, with this technology, it makes
consumers easy to do an online transaction like to buy items or services. This research intends
to test influence of shopping orientation, price against the influence of purchase decision through
word of mouth communication survey to consumer in semarang who do an online purchase
transaction. There are 100 respondets of consumers who live in semarang and do an online
purchase transaction with purposive sampling method using path analysis. The result of this
research shows that shopping orientation variable (X1), web quality (X2), and price (X3), word
of mouth communications (Y1) are affect to purchase decision variable (Y2), either directly and
indirectly through word of mouth communications.

Keywods : Shopping Orientation, Web Quality, Price, Word of Mouth Communication,
Purchase Decision.