PENGARUH DUKUNGAN DAN HUBUNGAN SOSIAL TERHADAP NIAT MEMBELI PRODUK PADA SOCIAL COMMERCE

Puji Rahayu, Nur Fitriah Ayuning Budi, Dana Indra Sensuse

Abstract


The emergence of social networking sites, particularly Facebook, encouraging the emergence of a new paradigm in e-commerce, known as social commerce (s-commerce). S-commerce business model is currently a trend in the commercial world. Based on literature studies that have been done, we obtained two factors in the behavior and interaction of social networking site Facebook users that affect a person's intention to make purchases through social media, there is social support and relationship quality. This study aims to conduct research on the relationship between social commerce intention, social support, and relationship quality, through a questionnaire survey conducted online to Facebook users by using purposive sampling method. Data results of the questionnaire that has been collected, then analyzed quantitatively by using PLS. From the analysis and quantitative testing can be concluded that social commerce intention on Facebook as a medium s-commerce is affected by relationship quality on social media itself (in this case Facebook), and are not directly affected by the social support that occurred on social media Facebook . However, it is known that social support on Facebook has a direct influence on the quality of the relationship quality between the user and Facebook as a medium of s-commerce.


Keywords


relationship quality; social commerce; social network; social support; social commerce intention

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DOI: http://dx.doi.org/10.21609/jsi.v13i1.507

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