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Tujuan dari penelitian ini adalah untuk menghasilkan model perilaku konsumen dalam pemilihan online shop Instagram. Populasi dan sampel penelitian ini adalah Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Swasta di Kota Medan yang sudah pernah melakukan pembelian pada online shop Instagram minimal 1 (satu) kali. Jenis data yang digunakan adalah data primer. Teknik pengumpulan data yaitu daftar pertanyaan (Questionaire) dan wawancara (Interview). Analisis data dengan menggunakan model SEM (Structural Equation Modelling) dibantu dengan program Lisrel 8.80. Hasil penelitian menunjukkan bahwa keterlibatan produk (product involvement) berpengaruh positif terhadap persepsi resiko (perceived risk) pada online shop Instagram. Persepsi resiko (perceived risk) berpengaruh positif terhadap kepuasan konsumen (customer satisfaction) pada online shop Instagram. Persepsi resiko (Perceived Risk) berpengaruh positif terhadap kepercayaan konsumen (customer trust) pada online shop Instagram. Kepercayaan konsumen (customer trust) berpengaruh positif terhadap niat beli (Purchase Intention) pada online shop Instagram. Kepuasan konsumen (customer satisfaction) berpengaruh positif terhadap niat beli (purchase intention) pada online shop Instagram

The general objective of this research is formulating a model of emotional exhaustion, job satisfaction and organizational commitment of lecturers in private higher education institutions in Medan. The research was conducted at the Islamic University of Sumatera Utara, University of Muhammadiyah Sumatera Utara, Panca Budi University, Dharmawangsa University, Al-Azhar University, Muslim Nusantara University, Al Washliyah University, Prima Indonesia University, HKBP Nommensen University, Potensi Utama University, and Sari Mutiara University. This research is causality research with all permanent lecturers of private higher education institutions in Medan as a population. Data collection was using interviews and questionnaires. Structural Equation Model is the data analysis used in this research. The results showed that leadership has an effect on emotional exhaustion and organizational commitment of lecturers. Then, self-efficacy and emotional exhaustion respectively affect job satisfaction and organizational commitment of lecturers while job satisfaction only affects the organizational commitment of lecturers in private higher education institutions in Medan