Pengaruh Karakteristik Social Commerce Terhadap Kepercayaan, Niat Beli dan Niat Word-Of-Mouth Pada Online Shop di Instagram

Ashari, Bella Harum (2017) Pengaruh Karakteristik Social Commerce Terhadap Kepercayaan, Niat Beli dan Niat Word-Of-Mouth Pada Online Shop di Instagram. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan pengguna situs jejaring sosial di Indonesia telah memunculkan suatu paradigma e-commerce baru yang disebut social commerce (s-commerce). Salah satu media s-commerce yang bermanfaat untuk memfasilitasi jual beli produk maupun jasa adalah Instagram. Permasalahan yang menjadi keterbatasan dalam belanja online adalah kepercayaan. Penelitian ini bertujuan untuk menginvestigasi faktor kunci dari karakteristik s-commerce yaitu reputasi, kualitas informasi, keamanan transaksi, komunikasi, economic feasibility, dan referensi word-of-mouth, yang dapat membangun kepercayaan konsumen serta untuk mengetahui pengaruh kepercayaan terhadap niat beli dan niat word-of-mouth. Metode penelitian menggunakan deskriptif konklusif multiple cross-sectional desain, serta teknik pengambilan sampel menggunakan judgemental sampling. Penyebaran kuesioner dilakukan dengan menggunakan metode survey online dan offline kepada 231 mahasiswi di 6 universitas di Kota Surabaya. Analisis data dalam penelitian ini menggunakan structural equation modeling, analysis of variance dan retail mix. Temuan dari penelitian ini adalah terdapat pengaruh signifikan antara karakteristik s-commerce yaitu komunikasi, economic feasibility, dan referensi word-of-mouth terhadap kepercayaan, serta kepercayaan berpengaruh signifikan terhadap niat beli dan niat word-of-mouth. Implikasi manajerial dapat diaplikasikan oleh peritel online untuk meningkatkan kredibilitas dan pendapatan online shop. Originalitas dari penelitian ini adalah berfokus pada kepercayaan konsumen dalam belanja online di s-commerce Instagram. ======================================================================================= The development of social networking site users in Indonesia have led to a new e-commerce paradigm called social commerce (s-commerce). One of the scommerce media used to facilitate the online buying and selling of various product and service is Instagram. The problems that become limitations in online shopping is trust. This study aims to investigate the key factors of characteristics of s-commerce i.e reputation, information quality, transaction safety, communications, economic feasibility, and word-of-mouth refferals, that can build consumer’ trust, also to determine the effects of trust on purchase intention and word-of-mouth intention. The research method using descriptive conclusive multiple cross sectional design and using judgemental sampling as sampling technique. The questionnaires administrated by using online and offline survey method to 231 students from 6 university in Surabaya. The data analysis are using structural equation modeling, analysis of variance and retail mix. The findings of this research is communications, economic feasibility, and word-of-mouth refferals influencing significantly trust, and trust influencing significantly purchase intentions and word-of-mouth intentions. The managerial implications can be apply by online retailers to improve the credibility and revenue of the online shop. Originality of this study is focused on consumer’s trust on online shopping in the s-commerce Instagram.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: S-commerce; kepercayaan; niat Beli; Niat Word-of-Mouth; Structrual Equation Modeling; Retail Mix; Trust; Purchase Intention; Word of Mouth Intention
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Industrial Technology > Business Management > (S1) Undergraduate Theses
Depositing User: Bella Harum Bella Harum Ashari
Date Deposited: 03 Apr 2017 01:50
Last Modified: 03 Apr 2017 01:50
URI: http://repository.its.ac.id/id/eprint/2117

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