The Influence of Social Media Content towards Online Shopping Behavior

Abstract

This research is conducted for exploring social media content that in-clude variable of opinion leadership, online review, celebrity endorse-ment and promotional tools to research how the influence towards online shopping behavior. This research uses quantitative method to collect data from respondents based on online questionnaire. This re-search uses purposive sampling method that involve 150 respondents that is the consumers of smartphone products who lives in Jakarta, Tangerang, Bekasi, Depok dan Bogor. The data is analysed using Structural Equation Model – Partial Least Square (SEM - PLS) method. The result of this research is Promotional Tools, Online Review and Opinion Leadership have a positive effect toward Online Shopping Be-havior. Meanwhile, Celebrity Endorsement has no positive effect to-ward online shopping behavior. The managerial implication of this re-search is Promotional Tools, Online Review and Opinion Leadership in social media content can be used as an effective tool by companies to generate consumers purchase intention and purchase decision through online.