THE INFLUENCE OF SOCIAL NETWORK ON CONSUMER PURCHASE INTENTION OF YOUNG GENERATION IN MANADO

Abstract

Social network now is very prevalent in the society. Today, many small enterprises sell and promote their product through social network and also many people are likely to make an online purchase especially for young generation. Social network is play a vital role in increasing someone intention to buy a product. This research is designed because there are some factor in social network that influence someone purchase intention. The original purpose of this research is to know the influence of tie strength, network density, network centrality, and homophily on consumer purchase intention.This research is a quantitative research that associative with multiple linear regression analysis technique.The population in this research is the students of IBA program in Sam Ratulangi University, whereas100 IBA students were conducted as the sample of respondent in this research. The result of this research shows that those tie strength, network density, and homophily has significant effect partially on consumer purchase intention while, network centrality has no significant effect partially on consumer purchase intention of young generation in Manado.Therefore, to increase consumer purchase intention of young generation in Manado these three factors should be considered intensively.

Keywords: social network, consumer purchase intention