Explanatory Study: The Impact Of Trust In Kaskus On Kaskusers Purchase Intention

LUKMANJAYA, ADITYA (2013) Explanatory Study: The Impact Of Trust In Kaskus On Kaskusers Purchase Intention. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/234520


Big potential market in Virtual Communities (VCs) make Consumer to Consumer (C2C) websites focusing on increasing their customer bases by converting members of their VCs into C2C buyers and sellers. This phenomenon is called e-commerce based on social network (ESN). One of Indonesia’s wesbite which apply ESN is Kaskus. The objective of this study is to propose a framework on the understanding of how trust in Kaskuser and trust in www.kaskus.co.id or vendors in Kaskus affect purchase intention. The research uses familiarity, perceived similarity, structural assurance, and trust propensity as antecendent of trust. A questionnaire was adopted from Lu et al. (2010) for online survey. Non probability sampling method is used for collecting data. The sample consisted of 210 registered member of Kaskus. Data were analayzed through descriptive statistics, SPSS, and LISREL. Result of the study finds the positve impact of trust in Kaskus on Kaskuser’s purchase intention. All antecedents of trust are proved have postive impact on both trust in members and trust in website/vendor’s which lead to intention to get information, and purchase intention thereafter. However, trust in Kaskuser shows negative impact on www.kaskus.co.id or trust in vendors. In addition, from all antecedents of trust, structural assurances has the greatest impact into Kaskuser’s purchase intention.

Item Type: Undergraduate thesis
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Business and Economic > Department of Economic
Depositing User: Hari Subagijo 201031
Date Deposited: 11 Apr 2014 07:35
Last Modified: 12 Oct 2015 02:01
URI: http://repository.ubaya.ac.id/id/eprint/10508

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