Abstract
This research was conducted aiming to find out the factors that influence interests of millennial generation towards purchase decision involvement mediated by trust. The independent variable in this study is social media usage, eWOM, third party recognition, and legal framework. The sample collection technique is done by non probability sampling with purposive sampling. Millennial generation in this study has an age range of 18-34 years. Respondents are undergraduate and graduate students in the city of Padang. The number of respondents in this study were 216 respondents. The data analysis technique used in this study was Maximum Likelihood. In this study obtained social media usage, eWOM, and legal framework have a significant positive effect on purchase decision involvement, while third party recognition has no effect. For mediation by trusts, social media usage, eWOM, third party recognitiom, and legal framework, affect purchase decision involvement
Highlights
Fenomena perubahan gaya hidup masyarakat baik dari sosial dan budaya salah satunya dipengaruhi oleh perkembangan teknologi internet maupun alat telekomunikasi yang sangat pesat (Purnasari & Yuliando, 2015)
This research was conducted aiming to find out the factors that influence interests of millennial generation
towards purchase decision involvement mediated by trust
Summary
Fenomena perubahan gaya hidup masyarakat baik dari sosial dan budaya salah satunya dipengaruhi oleh perkembangan teknologi internet maupun alat telekomunikasi yang sangat pesat (Purnasari & Yuliando, 2015). Purchase decision involvement dipengaruhi oleh minat dan ketertarikan konsumen dalam memilih salah satu produk atau jasa yang akan digunakan. Faktor-faktor yang mempengaruhi purchase decision involvement salah satunya adalah sosial media usage, eWOM, third party recognition dan legal framework yang dimediasi oleh trust. Menurut Mittal (1989), purchase decision involvement adalah untuk menunjukkan perbedaan antara keterlibatan produk dan proses keputusan yang terkait dengan pembelian suatu produk.
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