This research is in the area of consumer behavior. Many of these factors can be confusing for company to map consumer behavior into its target market. Therefore, the purpose of this study was to determine the factors influencing consumer behavior transactions in social media. This research using qualitative method. Our subjects involved 5 consumers who make transactions in social media. Techniques of data collection is done by observation and structured interviews, while the data collection tool used as interview guides and recorder. Based on the results it was found that four of these factors influence consumer behavior in social media, in the cultural factors such as between consumers and sellers adjust to each other in the language selection, social factors such as testimonials, offer from a friend, how the seller described the product, personal factors such as convenience at shopping (even when in the bathroom), while psychological factors such as discounts, product packaging and delivery speed. Keywords: customer behavior; social mediaAbstrak: Banyak faktor yang membingungkan perusahaan dalam memetakan perilaku konsumen yang menjadi targetnya. Penelitian ini berupaya menggambarkan faktor-faktor yang memengaruhi perilaku transaksi konsumen di media sosial. Metode yang digunakan adalah kualitatif yang melibatkan sebanyak 5 orang dengan karakter telah sering melakukan transaksi belanja lewat media sosial. Teknik pengambilan data dilakukan dengan observasi dan wawancara terstruktur. Hasil penelitian menunjukkan, ada tiga faktor yang memengaruhi perilaku konsumen di media sosial. Pertama, faktor budaya seperti antara kesesuaian bahasa antara konsumen dan penjual, faktor sosial seperti testimonial, tawaran dari teman, cara penjual mendeskripsikan produk. Kedua, faktor pribadi seperti kemudahan berbelanja. Ketiga, faktor psikologis seperti diskon, waktu pengiriman, dan pengemasan produk. Kata kunci: perilaku konsumen; sosial mediaMedia sosial telah memberikan peluang baru bagi konsumen terlibat dalam interaksi sosial di internet (Hajli & Nick, 2013). Menurut Zarella (2010), pada dasarnya media sosial __________ Korespondensi mengenai isi artikel ini dapat dilakukan melalui
<p><strong>Abstract:</strong> As changes in purchasing behavior from conventional stores into online stores, fundamental things in consumer psychological processes such as quality perceptions and trust levels need to be reexamined. This research tries to know the contribution of product quality perception and consumer trust in shaping purchasing decision at online store. Sampling in this research was done by incidental sampling technique. Criteria subject used as a sample of research is consumers aged 18-30 years and have been making purchases in online stores at least three times. By using this technique, the subject is 485 people. The results show that product quality and consumer trust are a positive predictor of purchasing decisions at online stores. This study provides evidence that on online purchases, buyers consider almost uniformly the quality of products and online stores that sell products before making a purchase.</p><p><strong>Abstrak:</strong> Seiring berubahnya tingkah laku pembelian dari toko konvesionalmenuju toko daring, maka hal mendasar dalam proses psikologis konsumen seperti persepsi kualitas dan tingkat kepercayaan perlu dikaji ulang. Penelitian ini mencoba mengetahui kontribusi persepsi kualitas produk dan kepercayaan konsumen dalam membentuk keputusan pembelian di toko daring. Pengambilan sampel dalam penelitian ini dilakukan dengan teknik incidental sampling<em>. </em>Kriteria subjek yang dijadikan sebagai sampel penelitian adalah konsumen berusia 18 – 30 tahun dan sudah pernah melakukan pembelian di toko daring minimal tiga kali. Dengan menggunakan teknik tersebut diperoleh subjek 485 orang. Hasil penelitian menunjukkan bahwa kualitas produk dan kepercayaan konsumen menjadi prediktor positif terhadap keputusan pembelian pada toko daring. Penelitian ini memberikan bukti bahwa pada pembelian daring, pembeli mempertimbangkan secara hampir seimbang kualitas produk dan toko daring yang menjual produk sebelum melakukan pembelian.</p>
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