Analysis of Consumer Behavior in Online Shopping on Social Media

Abstract

Social media is virtually universally used today. Social media now can develop more on the economy and is not just a platform to share experiences or information. Through social commerce, social media can be utilized as a platform for online product promotion and sales. Instagram, Facebook, YouTube, Whatsapp, Twitter, and TikTok are just a few of the social media sites that can be used as a platform for buying and selling. This research seeks to examine the TAM method's application to consumer behavior in social media-based online commerce. We used a survey given to 400 respondents; the respondents are the population of generation Z in Indonesia who regularly use social media to support this research. We processed the data obtained and the results of data analysis using the TAM method showed that all of the six hypotheses proposed were significant and accepted. So, it can be seen that customer behavior affects online shopping on social media because user behavior is highly influential on user decisions when making transactions on social media.

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