DOI: 10.36347/sjet.2022.v10i04.003

Pages: 42-53

The primary purpose of this study is to analyze the application of the S-O-R Framework (Stimuly, Organism, and Response) in the Analysis of User Behavior of the Instagram Shop Feature on Purchase Intention. This study is a causality study, which was conducted to determine the effect of one or more independent variables (exogenous variables) on the dependent variable (endogenous variables) using Structural Equation Modeling (SEM). The population used in this study are all Instagram users who live in Greater Jakarta and have used or transacted (purchased goods) through the Instagram Shop. At the same time, the sample used in this study is Instagram users who have transacted at the Instagram Shop, which is the millennial generation or generation Y. This study shows that perceived information quality, online promotion, and trust have a positive and significant effect on satisfaction. In addition, security has a significant positive effect on trust, and trust has a significant positive effect on purchase intention. On the other hand, this study shows that Perceived information quality and online promotion have no significant effect on trust. Furthermore, security has no significant effect on satisfaction, and satisfaction has no significant effect on purchase intention.