TY  - GEN
CY  - Universitas Lampung
ID  - eprints32185
UR  - http://digilib.unila.ac.id/32185/
A1  - Tia Utari, 1411011132
Y1  - 2018/07/03/
N2  - Purchase made by consumers on online shopping through social commerce has a
variety of perceived benefits. The purpose of this study was to examine the effect
of utilitarian value, hedonic value, and social value on purchase intention in social
commerce context.
Data were collected through a questionnaire distributed to 100 social commerce
users in Bandar Lampung, by using purposive sampling method, which is based
on the criteria of consumers who make purchase through social commerce
context. The analysis technique used is multiple linear regression analysis.
The results showed that the utilitarian value, hedonic value, and social value can
influence consumer purchase intention to make purchases in social commerce
context. The research also found that social value as one of the perceived benefits
dimension as the major of perceived benefits dimension that has influenced the
customers to have purchase intention in social commerce context.
Keywords: utilitarian value, hedonic value, social value, purchase intention,
social commerce context.
PB  - Fakultas Ekonomi dan Bisnis
TI  - THE INFLUENCE OF PERCEIVED BENEFITS DIMENSION ON
PURCHASE INTENTION IN SOCIAL COMMERCE CONTEXT
(Study at Social Commerce Users in Bandar Lampung)
AV  - restricted
ER  -