期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2021
卷号：99
期号：19
语种：English
出版社：Journal of Theoretical and Applied
摘要：The purpose of this study was to determine the factors that effect purchasing decisions on Social Commerce Facebook. First, whether user experience has a significant effect, second is whether the brand image has a significant effect and third is whether the trust has a significant effect on purchasing decisions. The data source used in this research is primary data, namely data directly sourced from respondents without any intermediaries, in this case, the answers to the questions in the questionnaire distributed online. Primary data produced in this study is the result of respondents' responses to the research variables to be tested. Because the population object to be studied is very broad, the researchers chose the cluster sampling technique. So the researchers decided to use the slovin formula to determine the number of samples to be used. The population size refers to the total number of Facebook users in the DKI Jakarta area as of January 2018, amounting to 16 million users. From the above calculations, a sample of 400 people was obtained, so to support this study the number of respondents consisted of 400 respondents. Furthermore, in this study, the data analysis used multiple regression analysis. This study shows that user experience, brand image, and trust significantly influence the purchase decision in social commerce Facebook.
