Factor analysis of online clothes fashion purchase on social media Instagram

Abstract

An activity of online buying and selling products causes many online shops on social media. One of social media being used for buying and selling products in society is Instagram. Factors in influencing online purchasing need to be considered by online shops in order to meet the needs and desires of customers. This study aims to determine the factors that influence the online clothes fashion product purchasing on Instagram and other social media to find out the most dominant variables of each factor. This study employs a descriptive quantitative method and factor analysis in SPSS 20:00 in windows seven. The variables analyzed in this study is the impulse purchase orientation, attitude to online shopping, service quality, perceived risk, informativeness, online trust, specific holdup cost, perceived ease of use, and purchase intention. Data collection techniques are on students of Faculty of Economics and Business (FEB) and students of Faculty of Communication and Business (FKB) of Telkom University done by interviews and questionnaires. The sample in this study is using proportionate stratified random sampling of 100 people with a confidence level of 95% and an error of 5%. The results showed that the newly formed five factors that influence online purchase. The fifth factor is the perceived ease of use, online trust, informativeness, attitude to online shopping, and impulse purchase orientation. Online shopping businesses today are expected to pay attention to these factors in order to improve the service. Future studies are expected to use other variables such as enjoyment, perceived usefulness, and innovativeness while also able to use other analytical techniques such as Structural Equation Modelling (SEM).