Furqon, Angie Ayu Mujahida Rati (2021) Pengaruh Social Commerce Constructs terhadap Intention to Buy melalui Trust, Familiarity, Perceived Usefulness, dan Intention to Search pada Media Sosial Instagram. In: "The 3rd International Conference on Religious and Cultural Sciences (INCRECS)" (9 December 2021) Hosted Online by Peneleh Research Institute, Indonesia, 9 December 2021, Online. (Submitted)
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JURNAL - PENGARUH SOCIAL COMMERCE CONSTRUCTS TERHADAP INTENTION TO BUY MELALUI TRUST.pdf Download (416kB) |
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Abstract
The purpose of this study was to determine the effect of social commerce constructs on intention to buy through trust, familiarity, and perceived usefulness. The data used in this study are primary data are obtained through online research questionnaires. Respondents of this study were 400 users of Instagram aged over 17 years and had searched for or bought products using Instagram in island of Java. This sampling technique is non-probability sampling. This study uses a quantitative approach with the method of Structural Equation Modeling (SEM). This SEM analysis uses the AMOS program. The results of this study indicate that social commerce constructs have a positive effect on intention to buy, trust, familiarity, trust has a positive effect on intention to buy and perceived usefulness, familiarity has a positive effect on trust, and perceived usefulness. Perceived usefulness has a direct effect on intention to search. Intention to search has a direct effect on intention to buy. However, familiarity does not directly affect the intention to buy.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | media sosial, social commerce, social commerce constructs, trust, familiarity, perceived usefulness, intention to search, intention to buy |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Postgraduate Programs > Master Program in Management |
| Depositing User: | ANGIE AYU MUJAHIDA RATI FURQON |
| Date Deposited: | 11 Jan 2022 03:37 |
| Last Modified: | 11 Jan 2022 03:37 |
| URI: | http://repository.ubaya.ac.id/id/eprint/40944 |
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