Analysis of the Role of Social Media on Sales of Used Clothing Online in Kupang City

Abstract

This study aims to: 1) find out how the role of social media in selling used clothing online in the city of Kupang; 2) Knowing the factors that influence the sale of used clothing online in the Kupang city. Data was collected using the methods of observation, interviews, and documentation. This study uses a qualitative descriptive method, namely by describing and systematically interpreting facts and characteristics appropriately. The subjects in this study were sellers of used clothing online on Facebook and Instagram in the city of Kupang. The method that the author uses in analyzing the data is descriptive qualitative, that is, the analysis is carried out after the data has been collected and then the data is classified into categories on the basis of the similarity of the types of the data are connected with each other so that finally a complete picture will be obtained about problem obtained. The results of data analysis show that the role of social media in selling used clothing online in the city of Kupang is very important where Facebook and Instagram social media have a positive impact on internet network users, which can be seen from the higher level of users of the two social media who use them to promote product sales. Also the factors that influence consumer interest in buying used clothes online are internal factors and external factors. Internal factors include work, lifestyle, attitudes and beliefs, motivation. While external factors that influence consumer interest in buying used clothes online are cultural factors, social factors, price, and quality.