Objective - To see and know the effect of uses & gratification, attitude, subjective
norms, behavioral control, social media intention, and social media use on purchase
intention.
Design/methodology/approach - The design of the research conducted is
quantitative research. The method used in taking the sample in this study is
purposive sampling with the criteria of respondents who know the Erigo Apparel
brand and who have bought the Erigo Apparel brand. The questionnaire was
distributed online via Google form, collected as many as 130 respondents and all
data is processed using SmartPLS software.
Findings - The results showed a significant influence on behavioral control
variables, social media intention, and social media use on purchase intention.
Research limitations/implications - In future research, it is suggested to add some
additional variables to strengthen the independent variables.
Practical implications - Erigo Apparel is advised to continue to carry out
promotional media using social media because social media plays an important role in increasing the purchase intentions of Erigo Apparel consumers