Social Media as a Phenomenon in the Digital Age

Abstract

This study focuses on knowing the influence of various personal factors (subjective norms, social media usability, perceived of risk, attitudes) to intentions and buying behavior online. This study uses 130 samples of Instagram users in DKI Jakarta. The analytical tool used is AMOS 20.0. To help better predict the application side of the model. Five hypothesized models are used to predict the effect of various factors on intentions and buying behavior online. Factors influencing online buying behavior mediated by online purchase intentions are subjective norms, social media usability, perceived of risk and attitude. This research can be a suggestion for online business actors to be able to formulate marketing strategies used to increase sales.