CONSUMER BEHAVIOR ANALYSIS OF INTENTION TO BUY ON SOCIAL COMMERCE IN INDONESIA

The purpose of this study was to determine consumer behavior towards purchases on social commerce in Indonesia. Research is quantitative using theories from previous studies. Statistical analysis was performed using Multiple Linear Regression. The data was collected using an online questionnaire on a sample of users who had made transactions and accessed social commerce as many as 161 people. Data analysis in this study using SPSS v25 software. The results of hypothesis testing show that the variable E-WOM, Cu Information have a significant effect on consumers'