Investigasi Faktor-Faktor Yang Memengaruhi Minat Beli Pelanggan Pada Social Commerce

Naulia, Maria Paquita (2021) Investigasi Faktor-Faktor Yang Memengaruhi Minat Beli Pelanggan Pada Social Commerce. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Seiring dengan meningkatnya penggunaan internet, situs jejaring sosial menjadi tidak dapat dipisahkan dengan kehidupan masyarakat Indonesia. Situs jejaring sosial telah berhasil memfasilitasi kegiatan bisnis online. Karena maraknya penggunaan situs jejaring sosial untuk kegiatan bisnis secara online, maka situs jejaring sosial mulai bertransformasi menjadi lebih serupa dengan electronic commerce yang disebut dengan social commerce. Social commerce dapat membantu pelanggan untuk berbelanja secara online tanpa menghilangkan fitur dari media sosial. Dengan dapat memanfaatkan kondisi tersebut, pengelola platform dan pelaku bisnis perlu mengoptimalkan media sosial sebagai platform social commerce. Minat beli pelanggan menjadi fokus utama untuk meningkatkan jumlah pembelian dalam mengomptimalkan platform social commerce. Oleh karena itu, penelitian ini dilakukan untuk menganalisis karakteristik dan faktor minat beli pelanggan pada social commerce Indonesia. Untuk mencapai tujuan penelitian maka digunakan analisis deskriptif dan PLS-SEM. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 250 pengguna yang memiliki pengalaman berbelanja pada social commerce Indonesia. Hasil menunjukkan bahwa faktor yang secara positif memengaruhi minat beli pelanggan pada social commerce Indonesia secara langsung adalah familiarity, social presence, hedonic value dan social value. Terdapat implikasi manajerial yang ditujukan kepada pengelola platform dan pelaku bisnis social commerce Indonesia dengan tujuan meningkatkan minat beli pelanggan. ======================================================================================================= The use of the internet, social networking sites cannot be separated from the lives of Indonesian people. Social networking sites have succeeded in facilitating online business activities. Due to the widespread use of social networking sites for online business activities, social networking sites have begun to transformto become more similar to electronic commerce, which is known as social commerce. Social commerce can help customers to shop online without losing the features of social media. By being able to take advantage of thes conditions, platform managers and entrepreneurs need to optimize social media as a social commerce platform. Purchase intention of customers is the main focus to increase the number of purchases in optimizing the social commerce platform. Therefore, this study was conducted to analyze the characteristics and factors of purchase intention in Indonesian social commerce. To achieve the research objectives, descriptive analysis and PLS-SEM were used. Data collection was carried out using an online questionnaire which was distributed to 250 users whos have shopping experience in Indonesian social commerce. The results show the factors that positively affect to purchase intention in Indonesian social commerce directly are familiarity, social presence, hedonic values and social values. There are managerial objectives aimed at platform managers and Indonesian social commerce entrepreneurs by increasing customers purchase intention.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Minat Beli, Media Sosial, Social Commerce Indonesia Purchase Intention, Socia Media, Indonesian Social Commerce
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Maria Paquita Naulia
Date Deposited: 26 Jul 2021 07:54
Last Modified: 26 Jul 2021 07:57
URI: https://repository.its.ac.id/id/eprint/84477

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