chabibah, eva septiarni (2022) Analisis Pengaruh Number of Positive Review Comments dan Seller Popularity pada Social Commerce untuk Mengurangi Seller Uncertainty Menggunakan Partial Least Square-SEM. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Sebagai salah satu social commerce terpopuler, Instagram Shopping (IGS) memberikan pengalaman belanja visual interaktif untuk mendukung interaksi penggunanya. IGS diluncurkan pada tahun 2020 oleh Instagram yang merupakan salah satu media sosial terpopuler di dunia. Namun, tingginya seller uncertainty pada IGS masih menjadi kendala bagi penggunanya dalam bertransaksi secara online. Seller uncertainty mencerminkan kesulitan yang dialami pelanggan untuk menilai kualitas penjual yang sebenarnya dalam menawarkan produk atau jasa. Sebagai social commerce yang memberikan pengalaman belanja visual interaktif, IGS dinilai masih memiliki tantangan tersebut karena belum adanya alat ukur yang terbukti efektif untuk menghilangkan ketidakpastian. Permasalahan: IGS memberikan kesempatan bagi penggunanya untuk menyajikan konten produk yang dapat menarik minat pembelian. Namun, adanya seller uncertainty pada transaksi online dianggap masih menjadi tantangan terbesar dalam IGS. Penelitian sebelumnya menemukan bahwa number of positive review comments dan seller popularity yang kurang memuaskan dapat meningkatkan persepsi seller uncertainty oleh pelanggan. Meningkatnya seller uncertainty ini dapat berkonsekuensi negatif karena menyebabkan kurangnya minat pembelian. Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh yang ditimbulkan oleh number of positive review comments dan seller popularity pada IGS, serta memberikan solusi bagi para penggunanya untuk mengurangi seller uncertainty. Dengan mengetahui pengaruhnya, diharapkan pemilik bisnis pada social commerce dapat berinovasi dan memberikan produk serta layanan terbaik agar dapat mengurangi seller uncertainty. Metode: Pengumpulan data pada penelitian ini dilakukan dengan metode survei. Data dari survei tersebut akan diolah dan dianalisa menggunakan metode PLS-SEM yang mengacu pada model penelitian terdahulu. Penelitian ini menggunakan empat variabel independen dan satu variabel dependen. Setiap variabel memiliki beberapa indikator yang akan diolah menggunakan metode PLS-SEM dengan memanfaatkan perangkat lunak SmartPLS. Hasil: Hasil penelitian ini menunjukkan bahwa number of positive review comments dan seller popularity berpengaruh signifikan terhadap seller uncertainty dengan arah hubungan berlawanan. Number of positive review comments berpengaruh sebesar 0,603 dan seller popularity berpengaruh sebesar 0,273 terhadap seller uncertainty secara negatif. Nilai Tambah: Penelitian ini dapat memberikan wawasan bagi para pengguna IGS untuk mengurangi seller uncertainty.
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Context: As one of the most popular social commerce, Instagram Shopping (IGS) provides an interactive visual shopping experience to support user interaction. IGS was launched in 2020 by Instagram which is one of the most popular social media in the world. However, the seller uncertainty on IGS still an obstacle for users in transacting online. Seller uncertainty reflects customers difficulty to judge the actual quality of sellers in offering products or services. As a social commerce with interactive visual shopping experience, IGS is still considered to have this challenge because there is no measurement tool that has been proven to be effective in eliminating uncertainty. Problem: IGS provides an opportunity for its users to present product content that can attract customers. However, the perceived seller uncertainty in online transactions is considered to be the biggest challenge for IGS. Previous research found that unsatisfactory number of positive review comments and seller popularity can increase the perception of seller uncertainty that felt by customers. Increased seller uncertainty can give negative consequences because it causes a lack of buying interest. Objective: This study aims to analyze the effect of the number of positive review comments and seller popularity on IGS, as well as to provide solutions for its users to reduce seller uncertainty. By knowing the effect, business owners in social commerce can innovate and provide the best products and services in order to reduce seller uncertainty. Methods: Data collection in this study was conducted by survey method. Data from the survey will be processed and analyzed using the PLS-SEM method which refers to the previous research model. This study uses four independent variables and one dependent variable. Each variable has several indicators that will be processed using the PLS-SEM method by utilizing the SmartPLS software. Results: The results showed that the number of positive review comments and seller popularity had a significant effect on seller uncertainty in the opposite direction. Number of positive review comments has an effect of 0.603 and seller popularity has an effect of 0.273 on seller uncertainty negatively. Added Value: This research can provide insight for IGS users to reduce seller uncertainty. This research can be useful as a reference material for the development of further research
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 519.535 Cha a-1 2022 |
| Uncontrolled Keywords: | Social commerce, Instagram Shopping, Seller Uncertainty, Number of Positive Review Comments, Seller Popularity, Partial Least Square. Social commerce, Instagram Shopping, Seller Uncertainty, Number of Positive Review Comments, Seller Popularity, Partial Least Square. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 03 Jun 2026 01:50 |
| Last Modified: | 03 Jun 2026 01:50 |
| URI: | http://repository.its.ac.id/id/eprint/133495 |
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