THE IMPACT OF ONLINE MOTIVATION AND TRUST ON PURCHASE INTENTION IN SOCIAL MEDIA: A QUALITATIVE STUDY AMONG UPI STUDENTS
DOI:
https://doi.org/10.5281/zenodo.17446931Keywords:
Social commerce, purchase intention, motivation, trust, UPI students, social media, qualitative researchAbstract
Even with the social commerce boom in Indonesia, still the psychological factors that drive student purchase
intentions are not well understood. A research has been conducted to find out how online motivation and trust impact
students' purchasing behavior on social media platforms to be more specific students of Universitas Pendidikan Indonesia
(UPI). The research also employs thematic analysis of interviews with a chosen sample of 10 participants. A qualitative
methodology was adopted to collect data by employing ten semi-structured face-to-face interviews with participants.
Through thematic analysis, four prominent themes such as (1) impulse-driven and peer-influenced motivation, (2)
trust formation through social proof and seller transparency, (3) the emotional and visual appeal of content and (4) the
interdependence of motivation and trust in shaping purchase decisions have been found. The results show that trust acts
as a catalyst for motivation and frequently is the decisive factor if it is going to be turned into actual behavior. Besides,
the role of impulse motivation and social proof has been stressed the most. These conclusions are quite significant for
marketers, educators, and platform developers who intend to enable ethical and efficient engagement with digitally savvy
youth in Indonesia.
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